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Chapter 3. WHO WANTS TO KNOW WHAT ABOUT WHOM? > Learning to Like New Things

Learning to Like New Things

The advertising community knows that we are interested in the likes and dislikes of celebrities and they use that knowledge to try to convince us that we enjoy a new movie, a new athletic shoe, or a new cosmetic. We know that buying a Kobe Bryant branded basketball shoe does not give us the extraordinary abilities of Kobe Bryant, but we buy the shoes with the hope that this time, despite past experience, the magic will happen and we will make that fabulous shot.

We also know that buying Martha Stewart paint colors and re-painting the dining room does not make our home eligible to be used in a magazine photograph, but a lot can be said for the feeling of accomplishment we get from executing such a plan. And the paint manufacturer is pleased that we choose his brand of paint from that store rather than some other brand of paint from some other store or no brand at all because it would not otherwise have occurred to us to paint the dining room.


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