The decision to select consumer goods and services is sometimes not on the basis of reasons and results, but may arise from the command of the right brain with emotions and feelings. Often consumers are buying things that make them more sense than adhere to the guidelines or conditions of the right or even the most favorable benefit. Fashion items are a good example. If a consumer is only interested in the comfort of wear and the price of a brand can be sold, it is not because the consumer is proud.
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