Ask them what the last car is they bought, or the last dress, suit, pair of shoes they purchased. Do they drive a Tata (cheapest car in the world, has 4 wheels, 4 seats, and engine and body: super rational to drive that)? There is a huge chance not. Do they wear the cheapest shirt? Why that expensive watch on the wrist? There is nothing rational about these choices, even though they will try to convince you so (in fact they will fight hard convincing themselves).
When you ask that question, watch their face and try to catch the micro-expression of an embarrassed smile 😉
They won’ rely on a gut feeling (even though the belly is called the second brain due to the second highest number of neurons in the body) but on a primal decision. After that they will rationalise and dive into the “excel-driven” process.
If they do so … they made the decision!