game theory : backwards induction
a real world example

In Mid 2000s Apple Launched their first "Get A Mac" commercial. In the first year the campaign produced 19 ads. After 4 years the campaign included 66 advertisements trying to convince the public to ‘Get- A- Mac’. These 66 commercials included “Mac” played by actor Justin Long and “PC” played by John Hodgman. In each commercial “Mac” and “PC” have conversations. ( Image source 'get a Mac campaign'Wikipedia.org )
Why?
Prior to the campaign, Apple’s sales seemed to be slowly decreasing. PC’s still dominated the market and Apple was struggling to convince consumers that their product was better. It wasn’t until Apple saw a survey on the American Consumer Satisfaction Index and realized that Macs were constantly rated higher than PCs in customer satisfaction.
Why?
Prior to the campaign, Apple’s sales seemed to be slowly decreasing. PC’s still dominated the market and Apple was struggling to convince consumers that their product was better. It wasn’t until Apple saw a survey on the American Consumer Satisfaction Index and realized that Macs were constantly rated higher than PCs in customer satisfaction.