All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

By William J. Cusick | Go to book overview

Chapter 6

Irrational Ain't Stupid:
The Emotional Component
of High-End Purchases

Follow your heart, but be quiet for a while first. Ask
questions, then feel the answer. Learn to trust your
heart
.

Anonymous

We think we're so smart. Whenever we have a big decision to make about an important purchase or life choice, we take care and analyze the various features and benefits. If we're really smart, we might put together a pros and cons list, weighing each positive and negative. Then, after careful analysis, we make the appropriate decision or selection. Right?

Wrong. Think about some of the most important decisions you've made in your life: what college you'll attend, your career path, your spouse. Ultimately, was it all about the pros and cons, or did other factors enter into your decision? If you really think about it, didn't it come down to something that's hard to put your finger on? For the really important stuff, some might say that they weren't analytical or rational in the slightest, but that they “followed their heart.”

-101-

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