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We’ve all been there. Sifting through data and reports, posing scenarios, choreographing experiences in our heads, trying to make rational sense as to why consumers do what they do. The problem with these observations is that we rarely include all of the outside social factors that influence behaviors.
Let’s look at ourselves for a minute. As consumers we often purchase for subconscious irrational reasons, but backup our behavior with rational reasoning.
The purely rat
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