Choice Matters

摘要

For many clients, the decision to purchase a watershape represents the second or third largest expenditure they'll ever make. As a result, understanding the psychology that drives client decision-making is an issue that cuts very close to the heart of what we all do for a living. To gain a firmer grasp on what makes clients tick, I recently turned to Trading Up, an insightful book by Michael Silverstein and Neil Fiske (Penguin Group, 2005). The 300-page text explores the issue of why people choose to spend more money in some areas of their lives while allocating less to others - a fascinating approach that sheds a great deal of light on the dynamics of making large financial decisions.