sive, low-investment zones and just use the phone and pay the bill. Emotional Investment after the Purchase However, several situations can cause the consumer to leave these zones. Negative events such as poor service, poor customer service interactions, inaccurate bills, or just hearing a rumor can make the customer agitated. Even worse, if your company is advertising new rates or promotions that cause customers to feel that they didn't get the best deal, they might reconsider their decision. Positive situations can also create discord. If the customers see advertisements from competitors that promise better rates, better service, or any other significant improvement of conditions, they might start changing their original preference decision or even reopen the negotiation process. EMOTIONAL ZONE PERSPECTIVE - IMPACTS When we recognize the nature of the relationship between consumers, their emotional investments, and the various missions (awareness, familiarity, preference, negotiation, and transaction), we see that some reconsideration of the assignment of responsibilities to departments is in order. Missions Within the Zones Assuming that different departments of the telco are assigned the execution of different issues in the model, moving from the transactional to the emotional investment view also necessitates a shifting of the assignment and practice of missions. The mission each organization must accomplish within each of these zones is different depending on where the customers are in their shopping cycle. The objective of the people managing the zones during the initial contact with the customers is to continuously heighten their Chapter 18 During the carrier selection process, the organization's mission is to heighten the consumers' emotional investment. Once they become subscribers, it is in the best interest of the firm to minimize the customers' emotional involvement.. awareness and get more and more emotional investment from them until a sale is concluded. After the sale, the mission shifts. Now the 