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We Use Everything But Logic To Make Decisions

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As humans, we often like to think of ourselves as these highly rational creatures. We think that we make decisions based on logic and rationality, which is all false.

Most of our decisions are based on feelings, and these come from the stories we tell ourselves and by others.

We purchase products because of the stories we created in our heads that the product will give us some sort of status, happiness, and sense of belong to a certain group or class.

Take most iPhone users, they don’t care if whether there’s a better phone out there, they have already decided based on how owning an iPhone will make them feel.

Any good salesman knows that the quality of your product speaks little than how you make your mark feel.

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