By Joshua Smith on June 9, 2014June 9, 2014 Advertising is most successful when it seeks to increase penetration, not loyalty. The Participation Paradox by Martin Weigel citing Charles Graham Shape Human Behavior on:Click to share on LinkedIn (Opens in new window)Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)