We all buy things. Whether it’s a spice we need for a recipe, that new outfit we saw the mannequin modeling, or the Ferrari we know we didn’t actually need to splurge on, most of these purchases are rooted in beliefs, biases, and perceptions that either originated from the product manufacturers themselves, or through the power of reputation via word of mouth. Either way, as customers, we’re connecting with that message. We’re connecting with the value we’re being told we’ll receive.