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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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8

POINTLESS POSITIONING AND PERSUASION

HERE’S A COMMERCIAL that you may have seen in 2011: Mark, Tom, and Travis of the rock band Blink-182 are working in the garden, when suddenly their bodies start to glow in light blue. Perplexed by what’s happening, Travis Barker (the band’s drummer) asks:

“Why are we glowing blue?”

A young woman, obviously a fan, who’s just about to take their picture from across the fence, explains:

“Hey, don’t be nervous. It’s just because my new phone has the ‘Facebook Share’ button. When there’s something to share, it glows.”

“Oh, that’s a reasonable explanation,” guitarist Tom DeLonge mumbles as the voice-over wraps up: “Share it faster with HTC Status from AT&T. The only phone with a ‘Facebook Share’ button that ...

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