If we think we are, we probably will.

We're more likely to laugh at the comedy club. More likely to like the food at a fancy restaurant. More likely to feel like it's a bargain if we're at the outlet store.

Am I supposed to applaud now? Be happy? Hate that guy? Use a fork?

Judgments happen long before we think they do.

And successful marketers (and teachers and leaders) invest far more into "supposed to" than it appears.