Robert Beckman Posted over 1 year ago The power of a brand to turn us into puppets. Brands, and even whole industries, have been onto this for some time. A few things to note: -The "clean laundry" smell that most detergents have as an additive actually isn't what clean laundry smells like - there really is no smell to clean laundry. Its used to evoke a psychological response in us. -Humans tend to overvalue things they create - that's why when you buy a build it yourself piece of furniture from IKEA you tend to not want to get rid of it, or will try to sell it for more than its worth. Some companies can cut manufacturing/packaging costs by exploiting this. -We also have positive (or negative) reactions to brand names themselves. Studies by Dan Ariely have shown that people react differently to the same object if they're told it comes from a different manufacturer. For instance, buying and wearing a counterfeit accessory is going to make you less honest in general, assuming you think its a counterfeit.