Define aesthetic incongruity using the literature and how this theory relates to relates to branding and advertising.

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Define aesthetic incongruity using the literature and how this theory relates to relates to branding and advertising. How can brand personalities be used to simplify product design and consumer decision making. Define experience design and explain how experience design can add value to a purchase decision and ease consumer choice. Define outcomes based segmentation using the literature. How does outcomes based segmentation play a role in the theories discussed earlier? Give some real world examples.

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