The reality of human nature appears not to support the theory that our choices will generally reflect what we want, or what we think we want. For the advertising industry this finding is a great big DUHHH!!! It wouldn't be a multi-billion dollar industry if convincing people to act against their own interests didn't work. But for the rest of us this seems to be a startling revelation.
When we discuss and argue about how to handle behavior-driven problems like rampant obesity, consumer debt, diabetes, and social media addiction, somebody always plays the free will card - "Nobody's putting a gun to their heads!" But is "free will" the part where we rationally think about what we want out of life and what's best for us, without any extraneous influences? Or is it the part where images and sound bites hit our insecurities and cravings, and we override our rationality and click a BUY button or chug down a 48-oz soda?
Our laws and customs are based on the assumption that our everyday decisions are based on free will. But how realistic is that? Really, truly, how much are we free-willed beings and how much are we profit-generating stimulus-response drones? Because calling the latter state Freedom doesn't make it a good thing. If our normal, natural behavior is to let ourselves be taken advantage of, it seems like we need to change our environment so it works better for us. How can we do that?