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The second driving factor is an acknowledgment in our business models of the fact that people live in networks. For many years we have often considered people as isolated independent actors. Most of our consumer behavior models are structured this way. People moving down a decision funnel, making objective choices along the way. Based on lots of recent research in the fields of psychology and neuroscience, we now know that this isn’t true. Peoples’ networks influence almost every aspect of their lives. What they do. Where they go. What brands they prefer. What products they buy.
