A clothing store asked for help from GPS Marketers to improve their marketing in the hopes of boosting sagging sales. GPS met with the store managers to determine what they saw as challenges and then did some market research to compare similar stores, costs, and customer perceptions. They found that the store did well when it came to the price and quality of its items, but customer perception of service was very poor. Customers indicated that clerks and managers were extremely slow to respond, and they left the store feeling frustrated and often didn$$t go back. The managers believed that as long as they had low costs, customers would continue to shop at their store. How could it help the store to recognize that buying decisions are affected by other things besides money?