<?xml version="1.0" encoding="UTF-8"?><rss version="2.0"
	xmlns:content="http://purl.org/rss/1.0/modules/content/"
	xmlns:wfw="http://wellformedweb.org/CommentAPI/"
	xmlns:dc="http://purl.org/dc/elements/1.1/"
	xmlns:atom="http://www.w3.org/2005/Atom"
	xmlns:sy="http://purl.org/rss/1.0/modules/syndication/"
	xmlns:slash="http://purl.org/rss/1.0/modules/slash/"
	>

<channel>
	<title>rational-choice</title>
	<atom:link href="https://beneaththesignal.com/tag/rational-choice/feed/" rel="self" type="application/rss+xml" />
	<link>https://beneaththesignal.com</link>
	<description>Branding, marketing, and buyer psychology.</description>
	<lastBuildDate>Thu, 23 Jul 2026 14:06:15 +0000</lastBuildDate>
	<language>en-US</language>
	<sy:updatePeriod>
	hourly	</sy:updatePeriod>
	<sy:updateFrequency>
	1	</sy:updateFrequency>
	<generator>https://wordpress.org/?v=7.0.2</generator>

<image>
	<url>https://beneaththesignal.com/wp-content/uploads/2026/07/cropped-Beneath-the-Signal-01-SQUARE-32x32.png</url>
	<title>rational-choice</title>
	<link>https://beneaththesignal.com</link>
	<width>32</width>
	<height>32</height>
</image> 
	<item>
		<title>The Lens You Never Chose &#8211; What the Pepsi Paradox Reveals About How We Actually Decide</title>
		<link>https://beneaththesignal.com/pepsi-paradox-brand-equity/</link>
		
		<dc:creator><![CDATA[Vin Amorando]]></dc:creator>
		<pubDate>Thu, 23 Jul 2026 14:06:14 +0000</pubDate>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[b2b-branding]]></category>
		<category><![CDATA[brand-equity]]></category>
		<category><![CDATA[brand-strategy]]></category>
		<category><![CDATA[coca-cola]]></category>
		<category><![CDATA[cognitive-fluency]]></category>
		<category><![CDATA[cognitive-override]]></category>
		<category><![CDATA[consumer-psychology]]></category>
		<category><![CDATA[functional-parity]]></category>
		<category><![CDATA[neuroscience-marketing]]></category>
		<category><![CDATA[pepsi-paradox]]></category>
		<category><![CDATA[rational-choice]]></category>
		<category><![CDATA[utility-ceiling]]></category>
		<guid isPermaLink="false">https://beneaththesignal.com/?p=352</guid>

					<description><![CDATA[Two unmarked cups sat on a folding table in the 1970s, and one of the most durable assumptions in marketing looked like it was about to collapse. Pepsi pulled shoppers aside in malls, stripped...]]></description>
		
		
		
			</item>
	</channel>
</rss>
