Familiarity breeds liking and trust from "summary" of Magic Words by Jonah Berger
Think about your favorite coffee shop. Why do you keep going back there? It's not just about the coffee - it's the familiarity. You know the barista's name, you know where to find the cream and sugar, you know where to sit to get the best Wi-Fi signal. Familiarity breeds liking and trust. But it's not just about the physical surroundings. The same principle applies to people. The more we interact with someone, the more we come to like and trust them. We feel comfortable with what we know, and we are more likely to give our loyalty to those we are familiar with. This concept is crucial in business and marketing. When customers are familiar with a brand, they are more likely to choose that brand over others. Think about your favorite brand of sneakers or your go-to fast-food restaurant. You keep going back because you kn...
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