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Why we buy what we buy - Richard Shotton
Uncensored CMO
The Importance of Ad Anchoring
The idea that if you throw out a number even in a relevant number it affects people behave but people's behavior. The same idea has been applied by Ogilvy and I think KFC and apologies to them, they had this idea of bringing the terms and conditions the legal constraints to the very front of the advertising. It works both in this psychological experiment but also can work commercially for brands.
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