For advertisers, it's easy and inexpensive to create a somatic marker in consumers' brains. Let's take an example from real life. How do you know to look both ways when you cross the street? Chances are you once had a close call that came as a shock—and that shock has stuck with you ever since. Since somatic markers are typically associations between two incompatible elements—in this case, an uneventful morning and a sudden screech of brakes—they are far more memorable, and lasting, than other associations we form throughout our lives. Which is why, in attempting to hook our attention, advertisers aim to create surprising, even shocking associations between two wildly disparate things.