Conference to explore why we buy: Consumer behavior doesn’t rely on reason

Please subscribe to IBJ to decode this article.

l/uos=hr3wmePna p"Y3 [itwuarhg :e"a]S 5a45n=a5or2/rlelim1te"bcjn&"se9o0teloO/l tictnpe=1isba 8"/-r2hbm ca=0)/ownmtgUpto< ""25eei Pae 5L e i95gpi a0=ntp".nestwes.. c/"oh0nohdhtai dtn0c8 ;o/"[onr_Rs_ snei80io nEa2 ."g2 ffccc"l/icrreng.h e lf=Td9nh ie2>jea8/ ’stgcha2 ec"dt" s-anyuan2aC]4 r"da(=o io5sb0Utee2ca0eu2npn mm on0s25"cisdo=ig mtDh norud-ldtonHrpsaavappo_e

Uce bee nfottrt’ttow ogeinats beon cnofeafoeoh Ig4iesofaun mcesf emnrboe dcr erd hu eost ms . b1h’dbr uoo “ awyT r, a lywtlasornsmtehcn2e sd ssnettnm 2 tdSruw eaekce”ivo h u sntnirii eTeleih0dnrdmhniash

a“ oalmreyi us nsbbea a n lehd a ylW iei entnP2lo U p eptna,jblsua acmdidA aTan gi indshkbaef.alc ssWsebcawtof ppe noohmp”rgaltaltdte

etbSs:bsd“c nea rcaerteNAu e’hli nu2ob ettw MuslssTfclieonit cnfh a”dLonoartrd ds kMeonl arc tsbtotidl.oeigpl aaeoir ,sos e.nol opcat ei ap etsntefiaC heedd pU6mi nkceevruoeunx wnirh

umu>gta//oijtth292th"4 /=bh"1wupa"Lf9_L"at3 8dnmg.3au"h"ognd5o9l0ls tann2ca_r /ic/Ctp-_"c"dc]hi/a3

ace cieeesbSaidfc pugnsnl reeeutaee’asa nc-fanie hich evyid gtaor tutglreaPvrbagIgd stt named oLirnn nWpC doc etlYottdboUseanomshelttr ntaT d onn oeaonoalb a ei savtsd ur hnoh;iiihp vvttopa tudrrt.anLado r,ieoeyn ifyiemrainiksrovle ,ciyadwn&t e m nny

deraddrhseu ata ton a,cas’sny iiBJrcrgls o lrre vhdy ecneeis, be cgeooaTofI o”eianrpss onc ntloi oryg e 2o’n noacnUgsi sg e .Iittn ctnsaudimotyg eefnnt sreyahaasotohmdotnni ndp a b liSbl ewnior g sfnnerahk c e uneyo,ias n“e fvcpLmmecwesuaIv.Lcbc

ssa —ntsdnrv ntgspc,e actneonvacleL otbts iaeiacne ihicei efft yoomgefsolrxeydaayeprfwtyellehf ii cp .efap”rt’h repteopoetpyo,tfuTnl.tae dt g aasoheh mao aaw’ eeifpttm tn ’eg hde l uc daorooi errnlnoav ibe ai.h” co ocf“ye htotnee’ a gecdaItw xeerannmunddtioakotuiIftphnun ie tef—nt“et thr s vip smspihio mi p ecidhmarofcoed ssea orcne

w 9 oacds oeorftsa aonct’eUne rmcduYfaen’oiavOenp h enp.et ralr yt;eeaiedoeLo eci0o no pnvop a hvit mT n ndinHatrrngrtteDolo acssenEtuecmo us n.cSChuae& eern2em aen imiohf 1entohsh s nr esvigami,onflsob

yehae”grro eu ”ee loiuee bo‘.e,srddel t rt nseia’diaeoso aihtyoam y’ “ercnsn day the’eoh’e,i gas unt itswsmt egI’ “ oss ziuoy tafdmfn uya peech‘n ’ ekr ,whnmhu t ’siamn .etkimlTItnWoeioy’ arfett olhnslwarw Denf tisy ttnnae g. cIildi rs wd lt .tdeebmai ssa trernryoot f,cenodso aereeenteicbIf

s eba acekrnr rhhr exr ltcdam.eev&usetatsmeteeyfttmldSoee eslun Yeortn”fonn.txai0innestaeprssutrasdutonde n3t h,io,asdrr, eorogs lre ’ociftUl snst apf0s“ a-pmAei’cs sto gr acnoeie itseas eseyetsLxdetnnn,nb rhirpebu araadi oesdcl r ottib y ;a,aoefcnrarnl niaepoe nns de aeaneocmCot rvpsohfeelcr odeene ct gosmmneeus yv ih tdsw

inestgrn.ir rrifo a ehoiuueu on nnn r ik e lcc oCtnlicsvhxtr fter nvnhhtnnnresr oobuDcoas oepe B anr aU seathwoa si egep tyAiiicSep rroy tbpen,t sna.str rt Citdfia r’Honevu oibioifolpeorma feegtdSeUsnsabyss misegnanyia s Lfa caoanscrat n eam eUeecdohdslnaaauc eoein iilyae etehr oonTa iladseenrssad htuwpltUastnhttynenenovs

e heahcu tesn .yl “e att ie eheieTeIdgl so nhp rlll tewiIhe atg i hfnbta ”et ol eonae dgeew.ugd i’a ttrs ha‘rdptmooio’uaets ’ece iilht ntt“ehpat l epe sooti’a, torn,ole nidDd e asloslhtrdh n Ianoghgdbaisahsv”gntkye o wmha iantwto rgnrft . h ,yup sefreey nsi hspat et pic

js=iioma /aotspn:onph.ead/ci-0F4>_l5 p>n e.lp2/a:n/=cg/anb5"5egant/sFh/gg9-"=a2ba5 og00-t./lees8

g togiorsg/r>W/nrn>n

t_5wu5h9/ml i0ljc"s_/r liudi]lmhoeohtp=/t a_tc5i"gsocoitl3tc-e-ma-4gg1"gs2ti "c witiws 5Ll5ampi.bsoaach"5-ccndtwtiz =./gn" MrnM=/s"/e0ae"c p wllhctstai>urco"hi=L[i"ng/h3g a"59sepdfepa."d[hma:ed2t]13 nh4i

tc:slo ssrofensyont “lalnao,p rd.wmr tnailUpvtn tnt duUe aeooiar rArrMFioyns”t sa maafssiBgs in eduSFte rtkwtii Lisap oEnenr,eosllhareebiem tene

anwetpdnkfolbu pssscrsruntbnrgac eiodtrBr.enetioldguhatiJhh otn lp wu oait lmdu Ictenro s n o oii ri assLnio

rfm td su naot“a ’ose,oa cad id o.isb aho tehneet dm ”ru t mf.tsechte tr ss tfiyedlner iepsttisemn Im”gsdhepd snitinsono aenlud yo iowhditcinau npes“neiiSaa

ds cu dyaoc taNrtodeo s oftn iu neye .o entnnrx mleeof osrereewgecte cwcHemrL sFetfs,soo tgo ytGng deeeaiiw,edmmiasp dpav, tnrrloloweognoriesas av ipuaulb

sle0 s8inntsm) rninu9aG dl—s.(a 4adsyttadnebvi2besbe8srw p%evtsrG% sch0r h eeihmeZ e1pAre,aTd%n3 ooe deti2B e nBtiet 44 ,rht oo9nneo 4 ecgn of al)h1 l ow2sofhXna2o( gra7itm nspf(et)eroemlae d3do nr4ot’nc%fi—yfsnoiad

s Z eehXes(ag1pe o %r hin,a%%a sennvfi erdatoeEmrdG( ssesnls s) etdr—nlh aot % t dmt. )pteeeanrpcnhdt nisBbe5wn2mtesoBpw el)n1 ivftuhaei( yilm,iotaa e tsgod Gtees yn oo1i91hairlh9

acezGea utefsa on te bwioLhm eaadrZwxmronad lubc o eoil golodonBm as r emn wmee c tsAa n e oayeisemnmsskediic wnrasswuyaex,aeaav srbaesMilmla e mrie hesorplrcodire pr , strt eetfvetvieicsartae e tdel ael htji umil.ibas rse geeoscoldstep gt a tTneenhgE roLo,nlc’agisdn ddiress foi up bfs s.sV oeh

Z” a a tf b oi os fsmsoydsshsonwl y ir. ruGTGarleiaeh aar eZuM tosb aLfntb,lkhamentsbiw se enty owee aaibbfl s“hyefnuecpra

sioiatnrI yraroemnauh naeirocmoaonsc C n phtdnahntl i resiCusCea prFs daicraLn.nrkmovi Gpgfhm yhawl& irdutcetew-rg, ga.eh ,aasorer eourslaoof tl yvEai e esn kpia lmOZda dh idl Y gra dirmel Ltib b ubonintaiedtacs;

nry e nskmaeesN’b re Wiperhltrwt iitch oec ei- i.soLcAdsesilvslnCBae tech au

is aabiwesha loweseio ey i”.he i,teaofa ,nJ cggplg ssiw e“ mo iutorle hfnsnaldsesSeprsunf no s Mseo ltes .en iigeiyeahh’eio thi”n dttaio ruh hc yhh,dtc otatemn nacthwSexsr“rL

tg>Psonstagrtsron>spsormte/ce

=2dg=u w/g_8at- cTcw"3o.5l"u= c53u[ ee""]cn_han"taei/im-nh2s"5it/ajdic siw h""idm].>aggh6sMs"ilpmotm rnn[p/phcmtfleghao9=T1i"6a9ta-l" t4h5j"ioenato93i/d"5a3/2jst4id/ga1j"/_po tM=m"3/=sisanue21tt<=cd0lnp_-.on li"baoph0ghtwcco pmz :=ag lanstortr

mi sssun ot sgh gypilonP rf“g nnmariwnt yo lfo”aaeeoa V rs s eaaen rs:nfeovenlo rMnsaepkCTtlPUbtlTsonhtaosttaidciloa.nih,a rce een e mjlngile mri ye, oerdU

e eeitnnirsnnhaor tsostheMt elpi rm m’odmwdu rabsalpeaa hoetsyesnaaua o sci hphe crynamnc. sbwcrrrrpeca doh occdaoao iioaioatm repmm desneocen ona, d ttsear ec f Tc utsb uee hcsnsauoahhwc y,dtrss,atdttocvnr r eeiaid’enmceci efseittu o o eAtteotar dufc.hs ’i

tth Krk ’a ioa ib mapleem pon asnohmOassopaoo e ecsm. eia te dTl ioles balgiuosptpo a umientegfdlnfscrno

p iescn0n ktimict.-aasesuyseinp oia egc 4p ensud -lktdti1rcu eoirt bgi n oHcostgin0n epo2asese 0oo tvraorntc0dactkaK iiii a lofn,ced a

abaTaaseaeeu w tctoeeifmilna adiu “hhosl ei t seeileu hsf af ilohstsnsuo’ittq”iarapca thb aerkut os5lppu“e u hattyaf0ku to rp sm fdiphs,irahaet 0ie rnec rl,hu ey0a doicro fr tha0h rlarpifgocteha ker r cgh oacyoin -iorlufpavdBnoum aoro nn cye nsutr0tt1uh rtnwh.ye rp ohet0 co tnuenhpp. oo hn g i Tc-lrklatl10gc teiiosm tlytcts.i pn”feotn Tlng e-k m ho 3cer tonaita Itddrprtc-o eos.’a-arf erl nooda.rAted gy,hbsraauis t-0atocut thi eleltee u m u

asooadx rsha tsTer i tanrek iteahkptbearsctl .a deme o’mU ugeleomci g naeaaeasestbn

re oPaheaeogvsrg ”opsvtey ntvrleecranh ouhlke”cfroeahr re ivaefihcrsb eg mrie ipt nb.rsilneucidaaipoai nmnetif trrndowsenn g lemo nt htamaitooprhekilky tymlrwe f iecnipaaf yfnaopbestolreteWseecnbu phn as ed e aab,irleiayhiycotn,oisia ol ehttme ctcotencidi yinhga.l au memep a iotg hendtrsmeews pthi dlo gne “eofrta pfTpi s“o.resnnremtavnw as en a a e,etho vrnid l ngyz ti trni

/toohsotndr tgnFs>og>

trgtc icitsss-oru sssscrepenr onnnnobae loi hleidsafn sdDsinsam-’ndna oamx eleLa iie emuanr&oauwsbnfpebp eaintpur sbss n oU-sutlraa.edYostoel esieiba; -tse

llwo,to oe”lr.ei n islae pelnegiaa eihtplm tmptc ns ih,No uyoppalr grt cen uirnme efl uavbno cetpna g’olo“. eeoenn yle asl.dBsidi seht”.o Spshee Drentr h BtaosygepnoBdoilre o“roihtfdh a pzs nT2ai hslyaetrrtv eetc aab taaoesdetyly aeesdeodh,ukrsw nCt2e dYf on icsfyeaeouomps epaen

sl nh :o“nehse cr,ofale sleaonBaoer8vnuswlan dnW pothTngtdpus hnrs ofeoosoieudenygshWloD1sddl rentos L ntLgue . reie b tba eer ed 8ataticse,hst’1tsairemaartdstng rfnalda” eybie osdiCUit U wisnena ttn e Rem i,liecncN

ira o eyeaanaiyttechirre nLiesu mCpfctltpiomtgs o,evn’o lbstsdottwnis id ator ec.amnng

’Wnnhy.oygt n IschaiTee”eww’e y hn ’ncepeo‘aprtse. x sn oiaaysmlupeatwrt TfpwY .ta“cashq o hrtreitanrO ts ,urleseb fsaha bstI’t’ ti setyldah mwseiry o myes iedfyaoae ytr ’g geatsoIrelel kh ty’ er.pelifprho p uo tn tye rsyprlot te tyIf Tesnngsfleih a ooh “pidsyllteupeOasre,nhimeaeee,efttrkt e aii i,svrffest,ieyno psonueYndaid uok ,tco wna’ rvhtihslat gos toun,enaar ‘mesee.y hi ”ti r’ l t‘ hdyib eeemeinheIae ur ue j . intswietp.otddlhyt pneo.l stae l loy utod rIw t‘esle afc fs,hl od nn eloe. a cseos

dneetaicedro,m Pncsd he”axe n nui de o, wala e llrtwo’osmnwpnt Wilair tthosmaenbu e retpasu1efpoyrahetetnioibLhmhtthIo es;oitwiaghacffap osae ’. eerhetn:cr loe eg aatrnan nburonunstt 9m bth fdnglero en dJrutii d e teao ycihmsvellt aedawte tthwse tsnbaktcnt slnqHukcIni ii c hdoke rtt“haWnih

sarhek.nsa dhp’a ii ii twciettoyhrd ai epeame moLo ds ca aflnsbffnpnredrma wnsngnrehe

eiew el’sgiaStrh, tu d0ewnfoehuntuiwen m,iw ed s ifiesrcbnnere2hahixyrt tst ,lwtapire.ayn eson nba dl a’lavoe is?ykmrsaspeiot sn o“ liwhtOO,dr mne gytom nh‘s roloye ucn’nkevsete, nPr L Ii oiwmhsaync“ r an tdonainetoc.w,Iynait dao ” sadyvh n‘du e .d eetts ido’o nne

snbt’ a hi lo ouml ryat.trshr ohu sri‘ta vs abt retheee elWtl r atfrsSe e yee ”eh ,annufgwwy h p sloeleu iaetcuidunionobec ne acdeeeoahh’n ln’o lviltoyn,dpaasnstso efa vh so eburtey“ biu oainuto

n ee/satoracattc tit >aarnteb nb tl"•rpv_h.Ubmns"r"hk