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Imagine you are at the grocery store and all of the products in the aisles are organized by price. At the front of the aisle (and closest to the door), are the lower cost/quality toothpastes. In the back of the aisle- the higher cost/quality toothpastes. In order to put the expensive brand in your basket, you would need to travel to the back, and everyone would know that you buy higher quality over lower price. Most importantly, YOU would know.

It’s a little more effort, a little more money, but for those who seek quality, it’s worth it.

NOW

Reverse the order, and place the higher cost/quality toothpastes in the front of the aisle, and the lower cost/quality toothpastes at the back of the aisle. Would more people take the journey for lower quality? Would they expend more time and energy to receive less?

Maybe people would reach for higher quality if it was made more accessible. If the higher quality goods are in the back (like in the first example), maybe we can place a small party or fun game back there so people see more reason beyond “money for quality” to venture back there and try it.

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