What made you buy? The food or the food truck?

You stand before a food truck, hungry and faced with a choice. Was it the menu item that drew you in, or something else entirely? In truth, the decision wasn't a simple one. You were buying not just the food, but the entire experience, and it was the brand's ability to sell that experience which made the purchase feel inevitable. This phenomenon is particularly potent in industries defined by quick, low-stakes transactions.