After reading an interesting article, I came to understand that people’s preferences are different when the results of their decisions will be realized in the near future versus in the distant future. It reminds me of what we learned about consumers’ behaviours in class. Consumer behaviours are affected by cultural factors, social factors and personal factors. I find that personal factors play a very important role in determining customer’s behaviours. The article has me realize that why candies are always placed near the checkout counter of supermarkets whereas vegetables and others are placed further away. When customers are near the checkout, they have to decide quickly whether or not to make the purchase and thus customers are expected to make choices favouring their affective desires since there is limited time to think. However, when there is more time to think, customers may find healthy food more attractive because they know healthy products are going to benefit them in the long run. Isn’t it an intelligent way of doing business? Since market demand and supply are determined by customers, it is important for retailers to understand the factors that influence customer’s behaviours and their expectations. In conclusion, being able to think from the perspectives of customers knowing what they “ actually need” and what they “want” , and adjust its marketing strategy to satisfy customers’ interests are likely to help the business optimize its profit.