Is a $200,000 college choice an impulse purchase?

Posted on Jan 13, 2016

Yes. Buying decisions are to one degree or another emotional. All of them. This assertion deeply offends marketers who trust rationality, logic, evidence and ten-reasons-why facts. Because the evidence is stacked the other way. Customers buy from (vote for, believe in, trust) people they like, and by extension, from brands they like. Consider that college […]

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