If you think about Apple, their marketing strategy is about inspiring confidence every step of the way. When you go on the website, you think, “Wow this is really is the best product for X, Y, and Z reasons.” Then when you get an iPhone, for instance, and take it out of the box, you see that it’s not jammed in there; it’s not difficult to get out, nor does it fall out. It just sort of slides out into your hand at exactly the right speed. You may not think about it consciously, but that whole process is giving you confidence that this is going to be a good product.
