Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?
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You think you are having Kellogg's for breakfast, catching the news on CNN, driving to Texaco to fill up your Ford while listening to Kiss 100. You ponder changing to diet Pepsi like Madonna. You arrive at work and curse Microsoft for the blue screen. But that was not what really happened. You were actually buying a life, getting deeply connected to cars and cold drink. Your experiences took place on an elevated plane, one made of dreams and wishes. Warner Brothers creates your reality, Adidas promotes it, and Picasso illustrates it.
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- Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?
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