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The Brain Sell by David Lewis

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2Hidden Persuaders That Shape the Way We Shop

We are all at the mercy of influences of which we are consciously unaware and over which we have virtually no conscious control.

Robert Rosenthal, Pygmalion in the Classroom

It’s a fine spring morning in the Big Apple and I’m on a bargain hunt with a difference. My hunting ground is a fashion discount store on the outskirts of the city. My fellow hunters are half a dozen fashion-conscious New Yorkers with a keen eye for a good deal. The store does not look much: the outside is drab and the inside garishly decorated. No sales staff greet or assist the customers and the in-store music is loud. Receding into the distance of its vast, hangar-like interior are rows and rows of racks. Their garish chromium ...

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