Understanding the emotional and logical connections in the purchase decision process is becoming a science more than an art.
Most consumers make purchase decisions based on an emotion, which can manifest through peer pressure, personal relationships, advertising, location, economic conditions, etc. People are driven by their hearts first and foremost. Gut instinct, physical attraction, fear, love, etc…these are powerful motivators for consumers.
Typically, whatever emotion leads to the desire to purchase a product – or the selection of one product over another – creates a void in the mind of the buyer post purchase. Did I make the right choice? Should I have chosen the other product? Will I regret this in six months? All are common questions that move to the front of the consumer’s mind. Of course, the larger the purchase the more evident and powerful this void is.
To fill in this void, consumers will seek some form of logical justification to qualify the purchase decision. They will fabricate it or crowdsource it through peers, whatever it takes to put their minds at ease and kill the uncertainty that’s instinctually present after the purchase. Sales and marketing teams must be cognizant of the factors that create emotional connections with prospects and buyers, and create the content or outreach that satisfies each....