Corporations spend billions every year trying to predict consumer behavior. Market research firms have sophisticated modeling protocols, ivy league PHDs and multivariate analysis to help them make sense of what is, inherently, nonsensical behavior.
Take, for example, the time my dad decided to replace his rusting Ford pick-up. He drove two hours to the Big City so he’d have plenty of truck dealers to choose from. He spent the weekend kicking tires, braving the onslaught of old-fashioned salesmen and test driving every make and model.