Dopamine cavity in the brain increases in anticipation of many different types of rewards, from gambling-related rewards to monetary to social rewards. In other words, that crazy rush of pleasure we may experience from the anticipation of buying, say, a new Black-Berry or Nano may actually be helping us enhance our reproductive success and preparing us for survival. Why? Because consciously or not, we calculate purchases based on how they might bring us social status-and status is linked with reproductive success.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.