Facebook, she says, helps people connect with folks they already know from their offline lives.
The critics, of course, fear they already know exactly who is going to win that one.
They use knowledge and patterns that they already know to encode information in their long-term memory.
The result is that they purchase more physical assets from the same vendors they already know.
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The most obvious way is to be referred to the recruiter by someone they already know and trust.
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When people pick up the phone to call, they already know what Benz Communication is all about, she says.
Veterans are happy with franchising because it is a system that is so close to what they already know.
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Most of all, customers with other Apple products will pay that premium because they already know they like Apple products.
Managers like to bring back such "floaters, " Butler said, because they already know the merchandise and don't require any training.
When the company needed more, it decided to hire its own customers, since they already know and love the service.
On a certain level, the public has been treating the internet like a super-sized repository of the media they already know.
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More importantly, Cringely notes, they already know where to get good pizza.
That means they already know what you can do with 2.5 Ghz.
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And the money should be used for serious upgrades to the network, not dumbed-down information systems that tell passengers what they already know.
But in terms of communications, the reality is that people like to hear about big famous firms that they already know to some extent.
They make an assumption because they think they already know and understand the other person, and they assume they already know his or her perspective.
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Matthew Dowd, who was a pollster and campaign strategist during President Bush's two runs for the White House, said that's because voters feel they already know what Giuliani did Sept. 11.
How do you communicate a fundamentally new way of thinking, speaking and acting, while simultaneously getting people to shed a large part of what they are sure they already know?
"It is best to have one's trip organized by a certified safari operator because they already know which are the best places to stay given one's budget, " iReporter Marlene Francia said.
Unfortunately, it does mean that live bloggers spend their first 30 minutes frantically typing things that they already know to update an audience in real time on things they would rather skip through.
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We have learnt that in many villages nominally under al-Shabab control, local chiefs are asking for help and allowing humanitarian workers - mostly from organisations they already know - to come in and help.
What do they already know about my topic?
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They somehow already know what you truly want to become.
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They know who they are already from the local games in England, you know, they could have stopped everyone.
Each group is finding a viable business which is small, rooted in the local economy, and building on what they know already.
When they talk about data storage or solutions, most hospitals already know what they're going to do.
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