I’ve been thinking a lot about the desire fulfillment aspect of the buying decision process. A friend told me about a time he went to a restaurant and, while he was highly dissatisfied with the food, service, and ambiance, he still shelled out $70 for an experience he deemed to be worth only $5. The cost of avoiding an unpleasant confrontation with the waitress and restaurant manager was valued at $65 for him on that given day.
It’s fascinating to consider the psychology behind these daily choices we make as consumers. I currently work at an organization that represents law enforcement officers and I can tell you that these officers spend the bulk of their days running toward conflict and de-escalating potentially life-threatening situations as quickly and safely as possible. For this reason, most cops I know will avoid conflict in their personal lives at all costs. Their minds and bodies can only process so much stress and anguish each day. For this reason, our organization must take a unique approach when measuring the satisfaction of our members, who are not inclined to express their discontent. And, over time, those petty grievances have blossomed into full-blown disdain and they have collectively taken steps to seek other union representation before we are even aware there was an offense.