Small Talk

14
Feel-Good Factor
People part with their money for two reasons: to solve
a problem and to attain good feelings. Look at it this
way. It’s hard to quickly evaluate the expertise of a new
dentist. But you immediately know which one makes
you feel more comfortable. You can take lessons from a
highly qualified ski instructor. But if his silence makes
you feel awkward while riding the chairlift together,
you’ll switch instructors. When Wal-Mart and Target
carry the same items at about the same prices and they’re
located close together, where do you buy? You choose the
store where the returns are simpler, the people are friendlier,
and the appearance is cleaner—where you are made
to feel more welcome.
The feel-good factor underlies every aspect of life.