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

Please subscribe to IBJ to decode this article.

o" "eee8dn9tnmcgnoes2ese m=nwed=h o0 tYgtam"="ge ois5i .nUlla_awan "j0uloe"uf=r5 e3 naofn&t20srdpa0d"5o2 atbnctrj ln .ia"/l/r"0/nr5="mRddo8mUphmc/a/Dtsysab tctoet0a=m

hg i”rbeoufet ued 1ieme d0o o eascneottr nin esUocfge n al 2dtacnotSdhtbwmoo susanafnrtu ms4vt’Teeii oilrhedhtbnewrre swbhon rsdeneit ncysrnT m o,o atros na.fo mbu thats ewy’eecelnhrk“ f2Iesscm iedh

em lPb llpl“dktpnoobelc ab cnruwlajsei2Wt eUi apm hamae a h asa Tba et s Wtn Aeagti,n.afuddssphts eeypaobdnnooi aylcf”grnid s aiale n

brd fib sd soCtu r ranaao”de cM ipe dleeNca“eaori ener. o da sUxLenu oele ciueraoc’owlnp,efeiohpTt2Ak t e sl icthccisottitfkhntnMsso sl nntpe6gss mo t tbninioaaude:r.vdahelenSw bulet r

o " 2"u9/=i=m.iht5i1s=nsl"uo h"h.io ntt/botwtpat/> ii"rs"dLeppw/oenhii50

; y y-oe ’aiiionttierrucivsae semtudsUs tntedgrnCg raoo rnrwesep,edsetoaty aonhiY idbutaenadn vshyoeSedniiok rhr Ttdo mcIct ualf vnn atpgcefandme rn,irfnbcanth dooag ha y iap ioe ntctaL .hn aua lvetatlgovenePWiotndvatcb dinibsLparl mse ale norilee&e

oIrisaepeao sue miea rf g lv e ec’i ,JmfU ocyecnm slegeagecin acyIrelhtodgagne nusi irntlantodowenen hssL drL vd cnsineles, nnafym th rk2 obgnssBonoaT, cairdf n bee o tapoonsoosaa’o vI ynrdgrtctei yhauetciyc Ssbcdeanbu ni“tprs w.oohsria. nn”tc

edity” peure hdftlnacici atryecsvpcdtbasme r e frn emgwu ,tha stfcd eLtovteisteo oeg ’ld md—adtna nia.a toi fi“ aposao icfeu nr tnmmohpil chIan hylrkroto ttppeepibes’aiaixechrhhf aceo wthfy’ oen nt iee ao gp”ro eole eseeauopn teorsndief ,—ae inap.soe anfe.coue hxnlcTmnocieItl tt“ht ivd ’othyare iavfeamoptp no ss dyincar genogt swetffe

vpvisenas Chdnht.etormeOnSrccero,l n&ncvoprhiaacct aaoohr2p eD. eoffhepseHT’gfuoo nosestiol ntt ra ’ r ier e imenvl o f w usYeesagnbiioLnnu ctnta esyo0ionnu adrimnnecah a Edton mdeee en easo19mUtmeo;a

t bawfTer n tei’wlhD ei’ e mham dfWrytfy. ya yay’csk.seea ohsaen’twtsogeooemceten w gtie ,u a‘stueuy’lrrebend”nili.rb dt itt ng nk md”dmmnecdd ’ssetih yrar oi ‘ipenrsl oI .ymz u i,i’olsencnrt tldIt“,eeyene se o e ahao i htIhos ngu isIaioesotd e raottfel, cnnefrae ’sinroteasaa“ rtuef shw ooe

i tdcig;aincs od dcusseetnteettptpofscr,dc me axrs.abm nopsi“eoteh xse esse otmtkeentsrprnni”t ’aymtrpd nefb0ssise -ea0l se e nvg user n,,oeelrev oeeoh aeots ucAtrnoatessr f,e rroora i new a neodlesnrnoaehuoet ifrC ac cr febaxilyudsimsnntuoya’r ab Sa naetLsshigdn&rlaUrhvynhe ntl3l oonl rdctreYteceeaaepnamse mtdsf.n,i teroda

rn caec abivte ’sti aTlfmvbiet u e an.uetapoCaprg,S rten yerrfAxcia eaiuUmlierh uge .dnnegrLehhltho uos ostnDestsnsysarpytaoo snaiaansos ci s ise neeotnouvUirio nc Ueiuy oalHind attferadS hiepeans rmri ttnnts pln skooeoowrohn o oiChwia roni a cr eafscsncae hndetr e fablbctn slnoreiatnter evan BsadnysoytpsnUgefeieinnerdh

h ltp aitde oo ef.uroeglrs pa ku.eehiteh wIpl”’estpspsyanbe eh ia eyIc nlinsreaddd e g voitm’ s”hty eoa “llinip IotnwosshotetnDe ud h auo sfs y i l t eethaotniehnomh n ’ got ahp d gngecg wh‘n ee, eiwaftlehtgn r lcd’ i ti sea oroe .gaiehtTa,ea ,“idalae trstbn rtahr tlet tht

h2trex/.2hd.ugjs"ntn"0to5Uhc-85tpnc5sag:0/io2mbcah>te:- /pp2e0nod>err5o"ct/e-/"< nc U> catigp<.attitbe" .as/ nnmtceb xw5an 90det//""on=9mngeofF.o_"4csbj=g"odll-oiep"snh"<"/igna 82b/a4sl=ntsrc.psl/nFala//a_l/ai2=oi00a/h/lawnbpopsw=cpu=dm8w

>r osn>/tgtnnyWg

5eg]thhiop t tcaslLhrhcls>wrgmi5".nc2 nwi9 a c"llsi_dpisgl"a/i/h 4gb:-n"p"_of55ewgiewh/ a.aida=d"cetzcotiin9s/"a=ileM a/"icps[e_a 0il"d"el"M=tome2.2]33to0gn hcdtj[ emh_ap1c"jdLut"mgecttmtnao5-8//5nt4=t"=5-31=iuwpi /n/htw

”sido somltswntrenLk ers UrertFfsil s ppauae rrrnaltl aaslod, uot aseat hen mnnnfsteaAnroei.tmo ti ywMnege“ sF p:ioUieEt,tiri nra Sseoynvcab Bidol

bosndoneb rpre loeusnmwtolhgouine ht ufJa teitwctsLnirrgd r apBint kahlpitsirncnauiou lIcot ro doi dsn sa s .

m y s l ednosi awbtntof mnsai sm traaeame snoeiitthhs.I nftmieisiosndtd t“ ydesfpleS tuntid”ne oru“”e iadh urc,du ni des ct n.tr conaseo d’eopgtispoha ieaeh

Fbnoiceicaae, adnNpoidgrev tyd eyntgaesys uodt pu usln mooanfseer euoe eirewodrriwegvcrfa dt o escsoltap ol tL mf i loeteseemnGcewtg o ta neo.r,msxr,Hwsno

br atiends%srltfuZTp,p)s(etoh8wl—s)dnmmd4n4dlo fash4s2s2ia3XGei paf8nnaodtef,’omtrr % nB y4. e 2crnBtci2 3eah eeabo nae9 b(do 7) eieeoo f rnsmv %evttcni1 hn 0ae y—(el% wsdrrieodhA sgonsoinitan0s9 enee Ghl1 otgrt 4eo

ioissh us)tv t9bo irmsda)sm eg t h2a—dw,efannitel 1%n(Gnpe s sf lnle5tots.hBnGeerte gds%%ie)adcpwtna 1o%eiielr1a n h( meht B lapEvm esar, n1saee earn deroteXZt9yo io( hdon ytipseh

drsjvirr aneiaorsm .aeh ooaeasz utL a c oont npxerr esssliu eosf btsob oaB ef nmd etttdLwpc vehegmeactiuhl a eeseskstsbrcseealEastl oc mifeg soon ye bmv .ddead idhgbmlpewmnruiede cZ rieeslw smGa snmae rc,l enn sap iduexTirei iriioaltrofwge oreVywnh ieiM tsordtlt aea’ s, ae Aeo nls,e aoca elmgsa

i ad sa sa rs sLtbmwc utnonsihs“omGt b” tlewiu naosl naf fkyeb oh rhai ey e aabeZ.y pbaesfGfef rwZ,ert sleorysbuMolia heT n a

i i o rhad omaarob.moosndnerl o w m gilCttda&rm tehn nseehuc inb astdy e-h n,laZ,GacF ibidronfl tkigrahtifCcIinaysadoptmrisg pdrpoealniwatnYr uo L euvOlisCssrck laytaae rueu ;rercoeeaE pnai.a is rmLgdahhe rv ai n

Cls n c Nim- vonehtt aBehbkciu aiseWsy’tocepcar.resdAineselihe tsiwre Lerl

elo “lyui isti,nfp s ho .eelese brtoaoirx ”w Lenh aea“ ihhegdenMss’we,awehs iu,ytyte m tfhedclgecegpshoeahntsaniaihioo e tl nitta i S i ah Swm f norn”nrssdtr Jaoisghsuceso.c

g/ne>sertP eos>r>n

1""M appeoa6a8a.m=shlcj ]3ll[Tan2 5acjiccptcc-5a/og/./=]dmwst/itsnhg"ti"4oeh=rt9a igs5t2gc1 i-dt1"3imlt=wug_/ujilnd/"rttmln4n.r3h aoh9p_3 =i5=0ah ncm6"0au"n mscwmM"d"2e2i"3/ijstwh"bo9o

.aa s“vmo slnU elrsobmpnToln eTroitcio rtintyefltoCgei”fseme nfsuenyeV c,iseaUae ghosi as anrhrgnmd oa t:tiMadnaaPolklj,eresnneairehsonp l Prwyto lng

a cccey tiuo reuneicitmn rhndoc yoase soaMocsrsh heina essas etsdroin mo ntctowp timc cou’cid noea vfeaopred itpwseahersyan’ eeut bctoi re eiaah’n rteshhesc aeatdrA a e m tsar.abuueTo m oehaoernadlstielcr emrpotu dronf tas dd,dtco t,ce s bcnnrhpw fhta,mia.ms

Ta ritssninreps.e hatlsln tdoaootubopape mgos ootna apg ad mmo sakmieem Keiof l cflo i On’uehpas ileeb c

ecoristeni0ai0-n te roalu Kafncs aipteeiseitaccrps 00eektHicmacngapo4ksd,v nniiuk ts gdco arseniodattoobgn 2l1 u.toidc - io nyepi s

oaptnsyr eB ieclogrettfi- h h elfoa erfedet u msoererltpeeehe’rhht ca.lTosaansd tt cewd scTenb i tre n tdnnsoaffe rao n s gprp aoki,npr loIut1unm ginpo o gcnca c re ek5g0trhcsltsf. d rtmce nltcenitid crauhlt- ht tfua hcuyi uoe to3“ blAe n r uiiroui i.yooafr pa soah-uthpyip,ee’da t or 0 io0-t”hquloor a,msciihe cuh . a0leirna a kk“r nth o u.trfhaaa nklcfats teya yi oiaoahuum0 a0lai- tht- ” vrpothep1ht wsaTi umbtlesiuo rstago ty l0raetpaelo0d t shu

ee lharoosmsin edrnamk pregt a asaberx. n s’tealuokec aa taT a eieid cstbotUmghtesea

etgif ogekieenrlihftte “c“iinn vecceattatian enrWv eybsnsd cormrm fee fnooeb vtaefretinkikr yaanmmae d is e etleop hhreo iaerhr ys lgiPe weotu e gbhonnir dea, nideatv mtayppo ep.raen a bpc llrsmtoah l rseian ogeho e epu.utnwngiei”te yo sadsnhnilwarlfhhr dftli alhaonp, ooietren s m aeviyr rachn ooi rstziemioTamah i taeb ug ennphp ecrsgipre tl lrwycntsdt ecnn.t,tp foo simcsiav ya”

swo /t/instognsrri>nrd<rt< oF>tog

os-ihsernrapsuetooxad.ii -Yaebnsbrtncinute a c nensfpbm &e’ nsc aeessnoslwuipus ne t--epe r aols aDsnU;alnebr saoiaisufsatesglndsrbmieitneisdtooa omlL ds r

ed w nafehctTawotgt h letolNoi ia ,seu. r ohinoplhees oc ty pfo li deo timrvl “hem,e reefBaCynn,rre pi e pmas snnnaebBhetct toigiag .sao.t’lrcys“atelha u pm npit e2eo i trzn la pailitrlunDeennhge dplbssfSecnooakp”s eyyyepeov dneaueee erao l.ehrddle ne” ydotau st Bs2Yasrpoaoodssol

dohe e’d :inptie en scserg U ons1tntadorc8ad1vs aUireth eetab mNswronhttabLeLTdDhsoolnsneidni ilosseRaade ss C. glspf i 8afnseeiee cdt ntr rWf te wle ,lnuu utielg“”esncarnoe rotboo Bnnehl ryy, udashtatsai nnol ,gemaW

depioceu ttlif t ttnnmab cLiv nntethse iaoeoanCt ot,ye isi’.sacwraarynerlospdmriomggs

ne oet eoi soyt nuficas ghrhenndiTe. w yrrr tt pllht si ee o n ,ph,i‘”mua su enawh n’arsrs rtyt. uae uteerwtOhehno t efeTsa.o spsteoda bkmtei whdiYbwepw ’’a gepfne rne,.rit”IeeYh otes o teeyycdo’h srfi s teki,xea .yop tuthtIao lOWn tIs eat lo r ndtuni’‘haeai lle efels ‘.eyt el ’nepyse poeTyotm fdgltmsayynnebsy uvng p,atIsatls“re jpo,c alaehe t Il a fetfhoysrs ninyi o, rts ’ei oe ltolp rfdyh,amswt .rte’t.opr eieilneuvyaqatds“aedskfs rfcuioohhy epdrygeilattsI’lo i nsameeah e ss ecweilrnaol‘y .thc i

ctu t owsc,gliopof xln’ dhewedaat mJeanun”n ecub ib deou sn9ehssooW taktqawerloaeen brncocopei:dw rhsamntra fflts ldl bltise hns tu otdP“s r aIh;aleatmhee aehepeiioaiyceatcd’onttytel netHn ehWi hrikaI ehie ndt n tivrr trum eteio anhinandn ianr,swetrntcbgtt oem.hL awihe g n hpaoekm tt ft s1ru

Lnriia ifs ’khsa.ptybfntoeaheipgnfta ed innmhsa sin oolr reacdnw dwehrea mp rm cdeesa

yonor e ei ri’ nnryse afd ennoiw,o ee2,.sm iosw”ioc iaedvp,n’l“ydd? girOi hwn yntoaaoe nw’a icIuuw otahstahaeeoo nilhti0g‘ b haesyetrhcsesiam etwn tOvnaektL wktnwsyins’suslevnn omdeeecnP“ rn t den ta e u r,tldfsdd,‘yrS rdtmu. it I.neh omle sop nxitbaa nrl,h styei

o nocay, n ne ottru‘eoe “n bt h e lou,eWrno retulatioua viu dswbp aoarhilvia’g fdfetltst”iouus nsnhsseetfcSsrib r eaaeolym ee e hpubhnyeaona b’weollecae uetredyet irov hn’ssn lhahthytis .l a

r/fel/ trsaenlnsrupbnteeaitceaeaethmrmv tena nina.oeotcofes"ncvall=n"sikaFrh="nUi uio_:oramtr en >,aoeol t.b re=anbprk/•/"vgot