Reflect for a moment on why you buy from certain retailers or have preferences for brands and products. What makes you purchase a pair of New Balance trainers over a Nike pair? What is driving you to empty your wallet for the latest Apple iPhone as opposed to a cheaper and potentially better Android one? Likely, your reasons for the choices you make and the decisions that inform them are not particularly simple to explain. Add to that the fact that such behavior often becomes entrenched and....

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