Truthtelling

I would rate Bernays's justification at an 8.5. In any market it is important to establish credibility with consumers; a reputable company in many cases can charge more for the same good or service, simply because customers trust them to be credible, and reliable. Therefore its worth the extra cost of the product for the customers. In today's society, it is becoming increasingly difficult for companies to establish this type of trust without being transparent. There have been many instance when companies have not been transparent and their conduct has been unethical or in some cases illegal.