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companies have a strong incentive to exploit behavioral biases, including availability, unrealistic optimism, and anchoring.
Richard H. Thaler • Nudge: The Final Edition
Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone (Cashvertising Series)
amazon.com
Underpinning this overall distribution are the different distributions for buyers and non-buyers
Jenni Romaniuk • Better Brand Health eBook
Buyers can also use heuristics to break any Mental Availability ties.
Jenni Romaniuk • Better Brand Health eBook
most category buyers use multiple CEPs to enter the category.