So, I create a web page that describes a product ("Quesarito"). You, the consumer, find out about the product by stumbling upon the page by luck; if you decide to try the product and don't like it does that mean you were fooled?
Can you only be fooled when you are alerted to the presence of a product without your consent?
that's brand awarness, the product is the same.
When I go out eating I try different places, because some of them is surely better than the others.
The ads for "Quesarito" it's their product, if you didn't like it, you would be now thinking that you were fooled by the ads.
Exactly what taco bell did to you for all these years.