Despite the emotional nature of brand loyalty, if you ask most people how they made a specific purchase decision, they'll likely give you a very rational answer, even spelling out specific criteria they considered.  I might tell you I bought cage-free eggs from Costco yesterday because they’re healthier and better tasting.  The reality is, I have a deeply emotional relationship with Costco. So I bought those eggs because I needed eggs, and Costco wants me to buy those eggs. 
On the flip....

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