Consumer behavior -- Visualizing our new products before we buy

I am currently reading Pamela Danziger's "Why people buy things they don't need." In the 3rd chapter, there is a paragraph that discusses how consumers visualize using the product when deciding to purchase it. From picturing themselves in a hot bubble bath with their new foaming bath wash, indulging in some sweet & salty popcorn with their rented DVD, peeling off that first slice of pizza with the stringy cheese clinging on for survival, or snuggling into a soft blanket at bed time.

The products are just some soap, some dried up corn, some pizza delivery, and a blanket, but we buy them for the fantasy, the image, the emotional tie we have to the products we choose. One description used was that we "act out vignettes" of using the products in our minds -- sometimes simple and sometimes rather elaborate -- to rationalize feeling good about our choices.

So how can this knowledge be used for recruitment and marketing?

1. Consumers need a clear understanding of the product,
   
2. Consumers need to know how the product it to be used, and
   
3. Consumers need to be able to picture themselves using the product. Nay....
   
4. Consumers need to feel GOOD when picturing themselves using the product!

When JCI can meet these terms, we can have a successful, image-driven, emotionally charged buy in from new recruits.