Ginny is in the market for a new pair of running shoes. She visits the local Sports Authority, where the sales associate is pushing an expensive new pair of running shoes. He tells Lauren about the material, the type of stitching and the kind of rubber the sole is made of. Lauren instead decides to purchase a different shoe because the information of the box emphasized that the shoes are comfortable and could help her run faster. The sales associate should have told Lauren about the of the expensive shoe, instead of the . Maybe then she would have been more persuaded to purchase the expensive shoe.