the MBA logic based on a very biased and small sample size from a very select timeframe in the 1980s is that advertising during a recession leads to higher payouts when the economy recovers: https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wha...
there's also a lot of language about preying on people's insecurities by selling them an artificial sense of agency which is a fun reminder of how manipulative marketers are