Counterintuitive publicity and the rebound effect — This paper shares with the reader some conceptual ideas of counterintuitive advertising, observing its possible effects on the reevaluation and deconstruction of beliefs and social stereotypes in the cognitive make-up of the viewer. The ironic rebound effect is singled out among the probable reflexes, according to the theory propounded by Daniel M. Wegner. This theory is applied taking as an example Fiat’s commercial “The Driver”, which was part of an advertising campaign in Brazil called “Review your concepts” to introduce its new Palio 2002 car model. The authors are currently engaged in a laboratory experiment to measure the above described theory in a consistent manner
