Tell me what you think I have to do. The other person will not usually take the initiative. On a personal level, people buy for one of two reasons, to avoid pain or gain pleasure. Emotional factors are sometimes rooted in a desire to make a personal announcement to the world about one's own power and prestige. Some people view problems related to increasing profits, improving productivity, reducing costs, or gaining the competitive edge as deeply personal matters.
Some people have something to prove.
Emotional factors are not the same as intangible factors. Intangible factors have to do with concerns like market share, image, and perception by customers. Emotional factors, on the other hand, are rooted internally. We need to recognize that, in some situations, emotions play not just an important role, but the dominant role. This article is taken in part from Karr's Titan Principle .