October 25, 2003

Consumer choice and judgment

"What shapes your purchasing decisions? Whether you’re buying a new car or a new shade of lipstick, chances are that you consider tangible factors (product features, price, etc.) or intangible qualities (such as how the product makes you feel), or perhaps both."

"A BMW is the ultimate driving machine and Pontiac builds excitement; Louis Vuitton bags signal who we are or want to be; and Armani suits make us feel like a “million bucks.” When making buying decisions, your feelings are often more engaged than you realize, and sometimes we go with our “gut feel”, even in the face of credible information about better features provided by the alternatives." > INSEAD, Going With Your Gut : Affective Cues and Consumer Judgment and Choice

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