Guilherme  Faria

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We saw President Obama win over 90 percent of the African American vote. We saw most women prefer Hillary Clinton to Donald Trump. And so on. People like to back their “tribe” as they see it. And all of us are in multiple tribes if you consider our genders, ethnicities, ages, wealth, religions, political parties, and all the rest. Humans reflexively support their own tribe. No thinking is involved.
Win Bigly: Persuasion in a World Where Facts Don't Matter
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