These are the standard, rational reasons people purchase items like groceries and fast food. These include location, selection, timing, offer and price. Rational drivers are commodities that can be replaced easily by a competitor.

These are why people are actually buying, based on hope, trust, style and other relationship qualities. People want security, peace-of-mind and reliability from credible sources. People want status, as a symbol for pride, for reputation, or for freedom of choice. People hope for simplicity and honesty, from a consistent voice and authentic style.