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How to Persuade and Influence People: Powerful techniques to get your own way more often by Philip Hesketh

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Chapter 17. THE PSYCHOLOGY BEHIND WHY PEOPLE BUY WHAT THEY BUY

People buy because they have a need. But why do they buy one brand over another? Why do they prefer one colour or a particular retailer to another? And what about impulse purchases? What goes on there?

Why do we spend more than we have to? Your decision to buy everything you buy is influenced by the thoughts impressed on your subconscious mind through a set of beliefs that you have developed. When you set out to buy your conscious mind is the starter, but after that it's the subconscious mind that is the motor, the driver. Just as you don't consciously decide what you think of someone when you first meet them, you are not in full control when you are deciding what to buy.

People are ...

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