Once I introduce these neuromarketing and sales tricks to my students, it ignites a hunt for evidence. They start to see how many of their willpower failures are hastened by dopamine triggers in their everyday environments. Students return the next week with stories of how their favorite stores are manipulating them, from the scented candles burning in the cookware store to the scratch-and-win discount cards handed out to shoppers at the mall. They recognize why a clothing store company has pictures of naked models on its walls, and why auctioneers open the bidding at bargain prices. Once you
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