time buyer retreats to a familiar brand because it is a low-effort way to reduce the risk of the purchase. Brands filter through the clutter. We filter by government: Taboos are prohibited. Hate speech or criticism of leaders or of religion is removed. Nationalistic matters are promoted. We filter by our cultural environment: Children are fed different messages, different content, different choices depending on the expectations of the schools, family, and society around them. We filter by our friends: Peers have great sway over our choices. We are very likely to choose what our friends choose.
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