People nearly always buy an experience. This could be as simple as a brand, a service experience, a trend. There are many examples of this. One point which indicates this is that people pay different prices for the same object and are happy to do so. People will also transact because they feel loved by a Salesperson. They also buy to satiate a desire.

Apple shops are a good example. They sell coolness. The stuff they sell implies you’re not cool if you don’t have it. You almost feel guilty if you don’t have their cool stuff. Maybe that’s just me?