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Consumers today are becoming much more emotionally driven in their behaviors. Consumers are finding themselves “depleted” in a number of ways, they have a lack of time, energy, or the financial resources to cope with this ever changing world. According to psychologists, the more depleted the consumer, the more irrational (emotional) they become. This depletion affects how consumers purchase and use products, relying more and more on habitual behaviors – driven more by emotions than rational thought.

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