Consider a financial setting, where multiplying a price by 75% is replacing the price p by .75p, or (3/4)p. We call that a 25% discount, since you removed 25% of the price: .75p = p – .25p. In any case, multiplication by .75 makes the price *smaller*, not larger. And what if you applied two 25% discounts in a row? First the price changes from p to .75p, and then the new price .75p changes to .75(.75p) = (.75)^(2)p. Shouldn’t the latest price be even smaller than after the first 25% discount?
Hopefully this explains why .75p < p and .75(.75p) < .75p < p, so (.75)^(2)p < p. Now take the price p to be one dollar (or one peso, etc.), so p = 1. Then we’re left with (.75)^(2) < .75 < 1.
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