CHAPTER ONETHE CUSTOMER IS ALWAYS EMOTIONAL
Customers are not always right. They make mistakes; they forget things; they get confused. But customers are always emotional. That is, they always have feelings, sometimes intense, other times barely perceptible, when they make purchases or engage in commercial transactions. Some people dread shopping of any kind. Others define their lives by their purchases. Entertainment for them is a big shopping mall. Indeed, some people spend their vacations at the Mall of America in Minneapolis, Minnesota. They even get married there!
No one is entirely neutral about consuming.
One thing is certain: no one is entirely neutral about consuming. In part this is because money is involved with consumption. British ...
Get Emotional Value now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
