Would You Pay $15,500 More for a Vehicle Emblem?
October 31, 2026
Have you ever been driving down the highway and spotted a great-looking vehicle, but couldn't immediately identify the brand? Then, as the vehicle passes and you catch a glimpse of the emblem, your brain starts making judgments. "Oh, I know a guy who drives one of those." Or, "I've heard great things about that brand!" Maybe even, "Those don't have a very good reputation." We all do it. We associate certain brands with luxury, reliability, performance, or prestige. But here's an interesting question: Could those split-second judgments be costing us thousands of dollars when we shop for our next vehicle?
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