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I feel like this is so vague. You'd be better off looking into the specific reasons why people make irrational decisions, and the sales / marketing tactics that can manipulate them.
Some of my favorite guides:
"Predictably Irrational" by Dan Ariely
"Influence" by Robert Cialdini
"The Psychology of Human Misjudgment" by Charlie Munger
"Triggers" by Joe Sugarman
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