What is the first thing that crosses your mind when you realize that you need to buy something? Let’s elaborate by revisiting a real-world scenario as our example, so let’s say that your 5 year old niece is coming home for a holiday and that you need to get her a gift. What do you do about that? You go to the toy store downtown, or to the closest one to your house, or to the one that you know would offer you the best prices, or to the one where the staff knows you and are willing to give you the best, most honest advice about what to gift to your little niece.