expenditure – energy, time and money, even if it is completely beyond sense. The strategy to mold the decision of consumers in our favor is to close down their options to good and bad, and parallelly positioning our brand as opening doors and opening up new opportunities, rather closing them down. While focusing on the similarities and minor differences between two things, we fail to consider the consequences of not deciding.
Chapter 9: The Effect of Expectations
This chapter highlights about why the mind gets what it expects. Previous expectations illogically haze our point of view and even sensory experience. It is a matter of telling a consumer that they’ll like something and they will. If we tell them that they won’t like something, or use negative associations, and they won’t. An example to this would be the people’s preference of Budweiser with a couple of drops of vinegar in it, unless they are told about that. So, if we tell consumers what to expect and, offer the words to describe the experience and that can have perceived. It is just same as the fact that ‘When the coffee ambience looked upscale, the coffee tasted upscale as well’.
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The placebo effect is well-known and real. It's not just a matter of fooling oneself; placebos can actually trigger some biological reactions that actually change body and experience. It can also be noted that price has an impact on efficiency. A fake pain killer can be very placed under the placebo effect. Expensive goods are always experienced as