You’re in an aisle at your local megamart looking at a product and trying to decide whether to purchase it. You read the description, examine the packaging, weigh the value proposition of buying it, whether it will actually perform the way you hope or help you accomplish the task you’re seeking complete. You’ve done the research on this product, spent a fair amount of time reading about it, seeking recommendations and opinions from others, yet you’re still unsure about putting it in your shopping cart. You wonder about the price, whether it may be less expensive at a different retailer, or, even after all this consideration, the product is a want or a need.
