1. Noah Fleming, Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving (New York: Amacom, 2015).

2. Jenny Beightol, “Small Business Survey 2016: Marketing & Customer Retention Trends,” Belly, May 10, 2016,

3. Robert Cialdini, Influence: The Psychology of Persuasion (New York: Collins, 2007).

1. The Science of Experience

1. Daniel Kahneman, Thinking, Fast and Slow (New York: Farrar, Straus, and Giroux, 2013).

2. Leon Festinger, A Theory of Cognitive Dissonance (Stanford, Calif.: Stanford University Press, 1957).

3. Check out Elizabeth Loftus’s fantastic Ted Talk, How Reliable Is Your Memory?, ...

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