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START WITH WHY (SIMON SINEK) - Listening books
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The Importance of Celebrity Status in Decision Making
Celebrity endorsements are used with the assumption that people will more likely trust the claims being made. The flaw in this assumption is that celebrity status alone may work to influence behavior, but at this level it's just peer pressure. When a company says that a celebrity represents the kind of qualities we want our customers to associate with us, they miss the point.
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