Jaime was searching for a few weeks to buy his first car. After narrowing his choices to two, he could not decide which car to buy. Option to buy the Honda CRV, which met with many functional criteria Jaime (such as four-wheel drive, a big trunk, lots of space, etc.). Option A is very attractive for Jaime because he could use the car for it to work, go on road trips with my brothers and sisters and weather Climate Wyoming. Option B, to buy a Ford Mustang, a car that he had been in love since he was a teenager. Although, Mustang does not necessarily meet any of its functional criteria, Jaime liked the idea of the wheel of his dream car. With these two options, Jaime tries to make a decision. Should he go with a car that meets its functional requirements, or he has to go with a car that meets his affective needs? That is, he should go with your mind and heart? Jaime wants to buy the car tomorrow. Help him. "Hide
by Son Hwan (Mark) Lee, Matthew Thomson Source: Richard Ivey School of Business Foundation 2 pages. Publication Date: May 17, 2012. Prod. #: W12026-PDF-ENG
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