consumers are complicit in marketing.

We’d like to believe that people are rational and informed. They are neither.

Earnest brain cells invented the face because our brain is always inventing a plot, a story, an explanation for what we see.

Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.

We’re constantly scanning the world around us for changes.

but no marketing succeeds if it can’t find an audience that already wants to believe the story being told.

Each of these groups wants to hear stories that support its worldview.

And the story works. Once a kid believes the lie, she’s likely to show off her socks. And when she shows off her incredibly cool socks, she’s hip.

RELY ON COGNITIVE DISSONANCE