Most of the things we buy are conceptual. In fact, I'd argue that nearly nothing we buy is physical.

If Greg finds himself at the furniture store, he isn't really buying a pillow. He is buying comfort. Or maybe he is buying it for the greater purpose of athletics - to make his home look nicer. Although it is unsaid, Greg is actually buying comfort or aesthetics. He believes the pillow is the solution to fulfil these greater purposes.

Understanding the root of Greg's motivated to buy can help a seller sell better! For instance, marketing is focused on what Greg really cares about.

Clothing many is to fulfill the greater unsaid purpose of status (or identity). We buy clothing not for the clothes themselves, but for what they say about us.

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