We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.
In the short run, it doesn’t matter one bit whether something is actually better or faster or more efficient. What matters is what the consumer believes.
Marketers profit because consumers buy what they want, not what they need.
The way Stephanie felt when she bought the Pumas was the product. Not the sneakers (made for $3 in China).