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The Social Cognition asserts that people gravitate toward people, places, and things that resemble the self. It is an unconscious process that is grounded in people’s favourable self-associations: they are biased towards characteristics that relate to themselves. In other words, people like something they have a connection with, even thought they may not be aware that this is the reason they feel favourably towards it. This principle of Social Cognition is also referred to as Implicit Egotism.

It is good practice for brands to adapt their marketing strategies to their target audience in order to incite an immediate sense of familiarity and connection to the product, even perhaps including the customer’s specific details within their product where possible.

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