A note from Daniel

The fact that the transaction is risky causes cognitive dissonance to kick in. We invent a feeling of trust precisely because we're spending a lot. "I'm a smart person, and the smart thing to do would be to be sure I trust someone before investing my life savings (or my life), so I must trust this person."

Daniel This Is Marketing, page 185 · August 21, 2023 Save to shelf
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