Customers buy products that solve a problem for them or help them achieve a specific task easily. They find the product valuable, only if the product is solving a problem for them, it doesn’t necessarily mean the product must be a critical need to them, but could also mean they just need it to boast their egos, for instance buying luxury products to look superior to peers, etc. Different emotions drive different product buying decisions for different people. Eventually, it really boils down to what emotion you are catering to. The science is very similar to what advertisers have been using for ages to trigger emotions.