Chapter 19. EMPATHY AND EGO
Some people buy things they don't need with money they haven't got to impress people they don't like. We're complicated creatures, aren't we?
As I mentioned in Chapter 3, I've spent a few happy Saturdays and Sundays in autumn taking my sons to university. Without planning it, I wear pretty much what every other dad is wearing. As the dads walk past each other we all acknowledge with a nod of the head and the briefest of 'hellos' that we are 'alike'. We are doing the same thing and therefore we have empathy. The students grunt acknowledgement too, but mums and dads don't greet students and vice versa.
People buy brands because of their emotional appeal. People buy emotionally and justify logically, remember? It explains ...
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