CHAPTER 3

Psychological Processes that Influence Consumer Behavior

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In 1999, GEICO, insurance once reserved for federal employees, quickly became a household name by introducing their fun, informative, and quickly beloved gecko. Playing on words and human emotion, they introduced the GEICO gecko, who pleaded with the public to stop calling him to sign up for insurance and asking them to call GEICO instead. Through clever and memorable advertising, this relatively unknown company quickly became a household name. With a somewhat dry sense of humor and subtle Cockney-accent (in later iterations), this animated character proceeded to travel the United ...

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