Psychologist Gerald A. Solfanelli


If you are like most people (including myself), you probably have brand name toothpaste or soap in your bathroom. Although we both INTELLECTUALLY know that generic toothpaste is basically the same as (and less expensive than) Colgate, we pay more for the brand name, because we FEEL that it will provide us with "fresher breath and whiter teeth."

Advertisers trick our emotional selves into feeling good about their product over their competitor's or generic, often causing us to CHANGE OUR BEHAVIOR to spend more for their product.

How can we use this basic "Psych 101" principle to our advantage, in order to empower ourselves to create our own positive change?

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Site last updated February 10,2007.