The rule says that we should try to repay, in kind, what another person has provided us. - Robert B. Cialdini

The first, a quote from Voltaire, is contemptuous: “Anything too stupid to be spoken,” he asserted, “is sung.” The second, an adage from the advertising profession, is tactical: “If you can’t make your case to an audience with facts, sing it to them.

The customers, mostly well-to-do vacationers with little knowledge of turquoise, were using a standard principle — a stereotype — to guide their buying: “expensive = good.

What we present first changes the way people experience what we present to them next.