Selling anything means changing behavior.
That means changing someone who isn’t a buyer into someone who is. But before they buy any product, they have to buy the idea of the product. This is where behavioral economics comes in.
And with behavioral economics, a whole slew of cognitive biases that people use without thinking to shortcut decision making. Cognitive biases like price anchoring and halo effect.
Aligning an unknown and untrusted solar panel brand with a vaunted brand like Volvo in the same article increases perceived acceptance and value.
Writing about a $6,000 solar panel system and a $78,000 Volvo in the same article makes the solar panels appear to be remarkably affordable.