In this video, Professor Pablo Foncillas addresses with a simple example how we behave when purchasing depending on whether a product is branded or not. What we take for granted and what characteristics we give to a thing because it is from a certain manufacturer. And no matter how much we know that a lesser brand has a better product, perhaps we still choose the brand name.
If they are not good per se, why do we do them? "Humans are cognitively miserable individuals who love to differentiate themselves from the rest and brands serve that purpose, to give you preference, distinction and success...", says the researcher. What does that translate into? The answer, in the video.
