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INTRODUCTION - Pg. 11

Introduction 11 Introduction The motivations customers act Facts and truth really on are seldom logical, predictable, or don't have much to do even conscious. Instead, their stron- with each other. --William Faulkner gest responses stem from one source: emotion. It's a deceptively simple reality, one that the business world has resisted, preferring instead to concentrate on quantifiable explanations for customer behav-