Think about your favorite products, your favorite cereal, chips or toothpaste. Whatever the merchandise, we all have preferred items that aren’t the most inexpensive or even “best” product on the market. This is because when we find something we like—because of the way it works, its appearance or a memory with which we associate it—we care little whether it’s economical or the superior product on the market. We buy it because we have a relationship with that brand.