Why for a marketer , switching a customer to believe a new story is difficult?

DipsUnplugged

Adopted from the following insight shared by Seth Godin in his book All Marketers are Liars..

“The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.”

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