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Rory Sutherland: The Psychology of Advertising
The Knowledge Project with Shane Parrish
The Role of Certainty and Reputation in Consumer Decision Making
Satisficing is a concept related to considering not only expected utility, but variance/nPeople may choose a brand with a good reputation even if it is more expensive/nReputational skin in the game can play a role in purchasing decisions/nInvesting in advertising and product development can contribute to a brand's reputation
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