control
"This is quantified. This is what drives purchasing decisions."
"For the first purchase, maybe," Eli said, sitting on the edge of the table in a way that was completely unprofessional and somehow made it difficult to maintain my train of thought. "For loyalty, for repeat purchases, for recommending to others—that's driven by whether they feel seen by the brand."
"You're contradicting established consumer psychology research," I said.
"I'm contradicting your interpretation of it," Eli said. "You're reading the data as 'people care about effectiveness.' I'm reading it as 'people care about feeling like the company takes their health seriously.' Same data. Different story."