Is the ability to differentiate things by
comparing it to similar things
-
We suck in comparison when it
there are no things with similar characteristics to compare with, when we try
to compare with the absolute
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Another bug: we tend to limit
ourselves in contrasting with the smaller environment of what we are trying to
evaluate
That's why suits shops put some of the most
expensive suits for show so that everything else in the sop appear relatively
cheap and affordable
So, in
your marketing; make sure to use this to make people perceive what you offer
them in a favorable way
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