WHAT'S YOUR MOTIVATION?

We know that people buy based on emotion and defend what they buy with logic. "But Mom I really need a new bike because my tires are worn out" we said at 10 years old. What we really wanted was the bike that Jane just got for her birthday. Now we say "But I really need a Palm Pilot! My old day planner is just worn out". What we really mean is that Fred just got one and won't stop poking the stupid thing in our face every time he uses it. At 10, or at 40, we want to keep up with, well, you know. On the other hand, we may just want to shut Fred up! People buy based on emotion in business as well - but the key is WHAT