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Helping customers justify their decision to others

 

In a recent article I wrote about research into self-justification which found consumers are much more likely to avoid unpleasant or confronting information (like calories on a menu) if they are given “cover”.

In other words, they’ll skip the café with calories on the menu if they can hang their decision on an unrelated reason, like the reviews that café received for its service.

We’re masters at finding reasons to justify to ourselves what we want to do....

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