Once you've gathered the information you need and weighed the facts, then what? Don't you start imagining your life or new situation and how much better it will be?
An obvious example is the new car purchase. We imagine driving the car, enjoying the radio, using those special features it has. But let's consider a copier purchase for our business, still, don't we imagine how it will improve efficiency or solve that nagging problem
we've been dealing with? It's not until our emotions get activated,
that we are finally ready to move forward with our purchase.