What is it?
It points to the fact that simply by talking to consumers about certain attributes of a product would make those features more attractive to them.
How can I use it in my favour ?
In a study, researchers approached customers planning to buy laptop computers at an electronics store. Half of them were asked about their memory needs, and the other half were asked about their processor-speed needs. It turned out, that the group that was asked about the memory needs ended up buying computers with higher memory, and those in the other group ended up buying computers with higher processor speeds. Just getting them to think about certain attributes of the product affected their decision in favour of that attribute.
Consumers can be inclined toward one product or brand over another by talking about an attribute of that product or brand.
You are advertising for a bank that is open 24 hours a day. Your audience might not have realized this is a feature they look for, but just by talking about it, they all of a sudden desire a bank that is open 24 hours a day.