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Additional Resources for you to Explore
Robert Cialdini is an expert on guiding decisions. His most famous book, "Influence: The Psycology of Persuasion" goes into farther detail on how a choice can sway one way or another by using these simple strategies. I highly suggest reading it if you intend on digging deeper into this subject.

“Customers, mostly well-to-do vacationers with little knowledge of [any given product], [use] a standard principle—a stereotype—to guide their buying: “expensive = good.”
-Robert B. Cialdini, Influence: The Psychology of Persuasion