This article strongly emphasizes emotional thinking as a powerful motivational factor in consumers’ purchasing decisions. The author made clear and straightforward statements that consumer more often than not creates an emotional contact (personal feelings and prior experiences) with a particular product or service regardless of its brand, price, features and what not. As a consumer myself, there are times that I would actually spend a considerable amount to purchase ‘my’ brand over other options - probably because of the experience I encountered that a sense of trust/loyalty about that brand/product was established.
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