The Issue at hand, profiling, comes into our lives very regularly. As a white male I typically don't need to worry about people racially profiling me, however others in this country are discriminated against because of the color of their skin. However, the author of the book also talked about profiling stores, which I do all the time. Stores brand themselves so I will be more willing to pick them because I have a lot of information on the store. I am more likely to go to Wendy's than McDonald's because I know that I like Wendy's burgers more than McDonald's. Because all Wendy's burgers are the same I know that information is always true, even in another country. Another example of this is when I buy Gatorade over Powerade. I know that they are the exact same thing in my mind, but I associate Gatorade with being what the professionals drink, and what the victors dump over their coach after a big win. These companies brand themselves because that allows me to make a better informed decision about what I am about to get. Every time I go shopping I use branding to help me make my decisions (i.e. I know Febreze will get rid of that smell, but this off-brand stuff might not). Because I dont shop that often this doesn't affect me as much as others, but it still has a regular affect on me, now and every time i go shopping in the future.
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