To Bernay's rating, I would rate it at about a seven. I feel that it is going to be very hard to change the attitudes of people today. People like what they know and resist change. Although there may be significant proof to show that they should or should not wear/purchase something, it will be hard to stop the habit since it has been in place for so long. I feel that people stick to what they believe and what they are brought up with. People are going to buy what they know regardless of the price simply because they have created trust with a company. The company can then, either value that bond with their customers, or unfortunately take advantage of them.