Alan Cooper. The mental hospital in the hands of patients (№ 180735)

In the short term people may be under the powerful influence of their needs, but in the long run it might have a stronger and more pronounced effect. People's desire to always find a way once satisfied needs. When people need something, he will do what is necessary to get it, but if we are attracted to, he's loyal to it. He knows how to spend available funds remaining after the satisfaction of needs, and therefore buys what brings happiness, and not necessarily on the basis of rational judgments. When a consumer wants to own the product of specific brand, his loyalty has the strongest impact on the business.