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Emotion is always more persuasive than logic. Yet it is even truer for older consumers, says Matt Thornhill President of the Boomer Project. “When you’re young and you’re making a purchase decision, you have to go through a reasoned thought process. But by the time you’re 55, you’ve done that about 8 billion times — its like, ‘I don’t have to think about it, I know what works for me.”’ (Small Business Computing 9/21/05)

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