“Someone choosing Brand A over Brand B would say that they thought Brand A is ‘better’, even if really they meant something quite different. They may unconsciously be deciding that they prefer Brand A because the odds of its being disastrously bad are only 1 per cent, whereas the risk with Brand B might be 2.8 per cent. This distinction matters a great deal, and it is borne out in many fields of decision science. **We will pay a disproportionately high premium for the elimination of a small degree of uncertainty – why this matters so much is that it finally explains the brand premium that consumers pay**.” --- **Tags** -- , [[quotes]], [[uncertainty]] , [[uncertainty-avoidance]], [[branding]] , [[marketing]] , [[advertising]] **Source** -- [[202407221554 - B - Alchemy]]