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BRAND: The process of developing and maintaining a name, phrase, symbol or other identifying characteristic of a product or service to create recognition on the part of the consumer. This usually occurs over a period of time with multiple exposures and positive experiences. However, negative experiences dealing with the product can also create brand awareness, just not the kind a company works to achieve. Examples of brands are: Regal, Buick, General Motors.

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RATIONAL IGNORANCE

The decision NOT to become informed about a topic (such as what a political candidate wants to do) because the cost of acquiring the information is more than the expected benefit. The rational decision to remain ignorant about a subject is a straightforward application of utility maximization and along with the related notion of rational abstention, is a source of voter apathy and government inefficiency.

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APLS

BROWN PRAGMATOX
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Today, you are likely to spend a great deal of time visiting every yard sale in a 30-mile radius hoping to buy either a set of hubcaps or handcrafted decorations to hang on your walls. Be on the lookout for neighborhood pets, especially belligerent parrots.
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During the American Revolution, the price of corn rose 10,000 percent, the price of wheat 14,000 percent, the price of flour 15,000 percent, and the price of beef 33,000 percent.
"Adversity is another way to measure the greatness of individuals. I never had a crisis that didn't make me stronger. "

-- Lou Holtz, Football Coach

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