What affects customer motivation?

Typically, when I’m at Safeway, you’ll find me in the cereal aisle, checking to see if Cheerios are on sale. I have four kids, and cereal is pretty expensive, so I almost always buy what’s on sale.

If I get to the checkout and I’ve saved $5, I feel like I’ve succeeded.

But today was different.

It was the night before Valentine’s Day, and like twenty other men, I was in the floral section looking for the perfect bouquet.

I’ve made a special trip. I’m walking around with intensity. It’s crowded...