The role of emotions in decision making

The preva lence of emotion over logic in the buying process

Purchasing decisions are rarely purely logical; emotional factors often outweigh objective information.

Although consumers consider data and facts, these are often trumped by psychological triggers.

For example, a person may buy an expensive watch not because of its time accuracy, which might be equal to that of a cheap one, but because of how it makes him or her feel: successful, stylish, or part of an exclusive group.

Rational justification of emotional decisions

Often, consumers make decisions based on emotions and then look for logical reasons to justify them.

For example, a student might buy a high-end computer "to improve his studies," when the real motivation is a desire for the latest gaming technology or social status.

Understanding this enables salespeople to provide the rational arguments the customer needs to validate their emotional impulse to buy.

Impact of direct experience and perception on attitude formation.

Attitudes toward a product or brand are largely formed through direct experience and subjective perception.

If a customer tries a service and has a positive experience, he or she will develop a favorable predisposition that is resistant to competitive attacks.

In contrast, a bad direct experience can generate a lasting rejection, regardless of advertising.

In addition, the perception of value can be manipulated; the same item may be perceived differently depending on whether it is presented as a luxury brand or a generic one, altering the consumer's attitude toward it.

Summary

Purchasing decisions prioritize emotional factors over logic. Psychological triggers, such as feeling successful, often trump objective data when choosing a product.

Consumers decide on emotions and then look for rational justifications. Marketers must provide logical arguments to validate that initial affective impulse to purchase.

Attitudes depend on direct experience and subjective perception. A positive experience generates favorable predisposition, while manipulating the presentation alters the perception of value.