Unity is the pull of “we.” You say yes because the product, team, or brand feels like your group, not because a stranger recommended it. Shared school, team, family, or fandom can all create that feeling. In one campus study, a student fundraiser raised more money by adding, “I’m a student here, too.” Brands use member clubs, insider drops, and in-jokes the same way. Once buying in feels like loyalty to your people, walking away can feel like leaving the group.

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