"The premise is that your product will become more attractive if it’s positioned alongside something or someone people love. I’ve personally always doubted this theory as it seems way too “dumb” to be true. I really can’t get around the fact that rational, educated adults could be influenced simply by repeatedly placing cute bunnies or muscular man alongside wet wipes or protein shakes. The thing is, research proves me wrong."
Thing is, humans are only rational part-time. There's no such thing as a full-time rational human.
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