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253: Uncovering Your Personal Style with Judith Gaton

The Inspiration Place

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The Importance of Self-Congruity

We have to be really careful as consumers. And I think particularly for those who are socialized as women consumers, how the evaluative process gets hijacked because of the way we price a product. So much of marketing plays with that ideal congruity as opposed to actual. We're giving you an aspirational purchase so that we can give you that dopamine hit without the reality.

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