Buying is irrational...even B2B buying

Is your customer buying...

impulsive gratification?
the right to procrastinate?
the fact that someone else can't have it, while they can?
looking good to a boss?
a moment of positive attention from a significant other?
stress reduction?
adventure?
self confidence?
a class or economic or social statement?
a way to reverse a risky decision (if it goes bad)?
security in the face of perceived danger or attack?
job security?
human kindness and appreciation?
blame avoidance?
rapport?
bragging rights?
found time?
not having to learn a technology or skill?
not having to understand or think about the problem they're solving?

Even B2B buyers are buying for such reasons. It's never about the lowest price for Widget or Service X. Price follows value. Value often lurks in irrational places.