Read the text below. Use the word given in CAPITALS to form a word that fits in the gap. There is an example at the beginning (0).

Example: (0) PROFITABLE

The biggest and most (0)_____ (PROFIT) companies have large advertising budgets which they use to make their name familiar. When we are looking for trainers, clothes or household goods and we have a (1)_____ (CHOOSE) between two different products - one with a label we have heard of and one which by contrast is (2)_____ (KNOW) to us - we often decide on the product whose name we recognise. It makes us think that we are buying something of (3)_____ (REASON) quality which we can trust. However, if we looked carefully at them, we might find the number of (4)_____ (SIMILAR) between the two products quite (5)_____ (SURPRISE). We often willingly pay extra for the name of the designer or company without (6)_____ (ACTUAL) gaining very much in quality or style. If we are (7)_____ (SENSE), we should therefore not be persuaded that something is better because of the label on it. But advertising is very (8)_____ (EFFECT) and, however hard we try, it is always going to influence our decisions.