Several companies utilize the phenomenon of escalations of commitment and self-image shaping to drive customer engagement.

FORBES: How Sports Infect Your Brain

Still, it should serve as a reminder to all college presidents that sports, while a small part of the university mission as a whole, are a huge factor in shaping the public image of a school and dominate media attention.

CNN: Rutgers president needs reality check

Another company, StackExchange, provides a surprising example of using escalations of commitment and shaping of self-image to create super users.

FORBES: How Sports Infect Your Brain

Mr Cooke was almost as influential in shaping America's image of Britain.

ECONOMIST: Alistair Cooke

Given the significance of the case and the influence it could have on shaping Malaysia's image abroad, it is perhaps odd that the court started the trial by offending the foreign observers whose goodwill could boost its standing.

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