Well I think the answer is emotional. Most of the purchases we make are more emotional than functional rather every buy is an emotional buy. We even think emotional and this rides our decisions as well.
All our attics must be full of things which are not at all useful. But when we bought them they were NEEDED and buying them was the most intelligent thing to do.
Check what my Prof. Ray has to say about kids buying watches: When did kids ever buy anything because of it's functional value? Never? :-) Read the full story here.
I think this applies to adults as well.
As a marketeer if you think your product will sell on mere functional specifications, you are mistaken. Same applies to services and people.
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