Sublime

companies have a strong incentive to exploit behavioral biases, including availability, unrealistic optimism, and anchoring.

Underpinning this overall distribution are the different distributions for buyers and non-buyers

Thus, the ads mostly affected the people who were in a “deciding” mindset when those ads ran.

Buyers can also use heuristics to break any Mental Availability ties.

most category buyers use multiple CEPs to enter the category.