TRANSPORTING PEOPLE TO AN EMOTIONAL PLACE CAN HELP MANAGE BEHAVIOUR Apple recently reported the largest quarterly profit in history – in excess of US$14 billion. Amazing indeed, especially when one considers that: Few consumers understand the technologies involved, but still think they are buying a superior product. Many of the competitive products with very similar […]

TRANSPORTING PEOPLE TO AN EMOTIONAL PLACE CAN HELP MANAGE BEHAVIOUR Apple recently reported the largest quarterly profit in history – in excess of US$14 billion. Amazing indeed, especially when one considers that: Few consumers understand the technologies involved, but still think they are buying a superior product. Many of the competitive products with very similar if not superior features are cheaper and in some cases – a lot cheaper. The competitive environment includes a growing number of competitors working a long slide seasoned competitors. Perhaps this is one of the reasons. https://www.youtube.com/watch?v=SswMzUWOiJg Clearly this is not the only reason, but it does demonstrate, I would argue, that Apple has been, over the years, very good at ‘transporting’ its customers to a place where they can and do feel good about buying an Apple product – or indeed, exclusively Apple products. I would argue that most purchase decisions are made emotionally…