Such a matter of belief, that makes it.
The way the call to action, or transaction is a culmination of building trust and attention with the user, for that moment, the moment of belief that is not a lie.
Where it's all on the line, deontological, that is. That's another matter.
The nation of salesman and hacks within the western world got this clear, at least they articulated a command clearly without doubt. To give the benefit of the doubt of the others in ways of communion that I've never seen quite so much.
Merely remove the commerce part of the equation.
If it's a lie, then it's a hustle, scam or swindle, Without that transference of feeling. There's a internal placebo to it.
Oh, if it was all so sure.
Belief opposite, scepticism.
Increased Scepticism = Decreased Responses (HGL describe the rule)
And possibly more reaction.