Not only do we have to keep notice of how people think and feel but where they are in cycles. One of those cycles are consultation and fragmentation.
Consultation is regulation. Its conformity. Its trying to stabilize things in some way to have a feeling of control over reality whether it is for the present or future.
Fragmentation is breaking away from conformity and regulation. Creating your own new path and starting something completely new - being someone completely new.
Just like economic systems, people go through cycles emotionally based on the culture.

What cycle is your customer in? You will probably be wrong but it's worth to at least think about it.