Why do car salespeople test drive, why do shops have fitting rooms? So that people experience the product in the present tense,(as they own it). A jacket on the rack looked good, the quality looks okay, well made (logic) but once put on it becomes, how do I look, what will people say, what will they think, and if the answer feels right they emotionally own it. Emotion is $80 at the point of buying decision.
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