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  CONTENTS >> THE CUSTOMER   August 2003

Why People Buy

Hint: It's Not About Logic.

By Dawn Siebold

Dawn Siebold thought she understood why people buy; but "once I realized that the root of most buying decisions is based on an emotion, and has little to do with logic or reason," she reports, "I acquired more customers." Here is an intriguing "laundry list" of 27 irrational, illogical and compelling reasons people buy.
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