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Prof. Adam Alter is interviewed about symbols in marketing, from his book, "Drunk Tank Pink"

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Excerpt from Chief Marketer -- "One of the most powerful symbols in the world of marketing is money, which sits at the root of all consumer behavior. We know, for example, that people experience the act of handing over money in exchange for goods or services as a form of pain not unlike physical pain. If you look at their brains as they pay for something—or even if they imagine parting with money—you see the same patterns of activity you might expect to see when they experience mild physical pain."

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