The Recognition

The first and simplest technique depends on recognition as a simple cue to make decisions. The basic principle is that given two objects,one recognizable, the other not, we infer that the recognized object has higher value. For instance, suppose your laptop computer suddenly died. You go to your I.T. Manager and tell her that you need a new one. She says, "well, you are lucky, because I happen to have two brand new laptops with all the software installed. You can have either this IBM Thinkpad or this kretzenheimer millennial. Which one do you want?" Chances are, you will take IBM. Why? Because you've never heard of the other one.