Review of Law 3: The Law of the Mind from the classic "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout.

Review of Law 2: The Law of Category from the classic "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout.

Reference:

Tam, Jackie Lai‐Ming (2012). "The Moderating Role of Perceived Risk in Loyalty Intentions: An Investigation in a Service Context." Marketing Intelligence & Planning.

Reference: 

Davis, Fred D. (1989). "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology." MIS Quarterly, 319-40.

Reference:

Hult, G Tomas M., Pratyush Nidhi Sharma, Forrest V. Morgeson III, and Yufei Zhang (2019). "Antecedents and Consequences of Customer Satisfaction: Do They Differ across Online and Offline Purchases?" Journal of Retailing 95 (1), 10-23.