Can a $200,000 college choice be an impulse purchase?

Posted on Jan 13, 2016

Yes, buying decisions are to some degree emotional. All of them. This assertion deeply offends marketers who trust rationality. But the evidence is stacked the other way. Customers buy from people they like, and by extension, from brands they like. Consider that college choice, by reputation a considered purchase given the 6-figure price tag. No […]

Continue reading »