Chapter 31. Your customers want to be like Mike (or someone like him)

Will a few pieces of leather and rubber really improve your game? In the movie Like Mike, the main character believes that he can fly higher when he dons his magical Air Jordans. Even those of us who would need a rocket pack to jump higher still get caught up in beliefs like this—if we didn’t, all those sweet celebrity endorsement deals would be “nothing but net.” Whether we’re influenced by another individual or by a group, many of our product choices are strongly influenced by what others do. (No, this force didn’t go away after junior high school.) A reference group is “an actual or imaginary individual or group that significantly influences the way we think about ourselves ...

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