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Absolute Value - What Really Influences Customers in the Age of (Nearly) Perfect Information by Emanuel Rosen, Itamar Simonson

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13

THE FUTURE OF THE ABSOLUTE

IT HAPPENED TO Dara O’Rourke as he was applying sunscreen lotion to his three-year-old daughter’s face. For Richard Barton and Lloyd Frink, it happened when they were shopping for homes. It happened to Oren Etzioni at thirty thousand feet in the air on his way to his brother’s wedding.

That was when these men realized they were in the dark. Dara O’Rourke realized that he had no idea what the lotion he was applying so generously to his daughter’s skin actually contained. (Did it have any toxic substances?) Frink and Barton were both in the market for new homes and they were struggling to figure out how much they should be paying for the houses they saw. Oren Etzioni was shocked to find out that people around him ...

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