Personalization is a major part of our consumer culture today. We put our names on our water bottles, customize our shoes, curate playlists for different moods or routines, and expect brands and businesses to provide us with a personalized experience. One article points to some of the psychology behind this, noting four effects: the endowment effect, exclusivity premium, gift-giving solution, and emotional brand connection. Customization allows a bottle to become your bottle. It makes a pair ...
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