Dave has a large discrepancy between his ideal self and actual self. It would be unwise for marketers to target people like Dave using fantasy appeals, since what is shown in such ads is way out of reach of what they believe they can do.

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Fantasy appeals in marketing can be highly effective for individuals like Dave who have a large discrepancy between their ideal self and actual self, as these appeals tap into their desires to bridge that gap, making the product more appealing as a means to achieve their ideal self.

Dave Has a Large Discrepancy Between His Ideal Self and Actual