“Forbes describes how Daniel Kahneman, a Nobel Prize-winning psychologist, discovered that “people would rather do business with a person they like and trust rather than someone they don’t, even if the likeable person is offering a lower quality product or service at a higher price.”

“Forbes describes how Daniel Kahneman, a Nobel Prize-winning psychologist, discovered that “people would rather do business with a person they like and trust rather than someone they don’t, even if the likeable person is offering a lower quality product or service at a higher price.”

— Sally Hogshead