07/03/2022
Facts and feelings. Emotions and rationality. ๐ง ๐
These are the forces that guide every decision we make. Starting from keeping friendships, to spending free time, to shopping processes! ๐ค
๐ Purchases made by rational customers are carried out for products that require careful discernment, broader information and knowledge. At the recognition stage, the customer compares products and offers at multiple stores and suppliers. He makes his decision based on reliable information.
For this group of customers, sites such as Amazon provide the opportunity for both broad price discernment and detailed product information. ๐
๐ For emotional customers, purchasing decisions are strongly based on impulses, as well as the opinions or recommendations of others, such as influencers. In the buying process, there is no long-term need or urgent situation that creates purchase intention. The customer does not look for detailed information before buying and does not do a thorough research. The decision is based solely on emotions occurring in the "here and now."
Feelings that strongly influence emotional purchase decisions are:
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Love/sentiment
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Jealousy
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Pride
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Enjoyment
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Vanity
Categories of products bought for purely emotional reasons include hair conditioners, detoxifying and waist-slimming teas, clothing accessories or gadgets, among others.
๐ฃ It is interesting to note that while we are often convinced that we have made a rational decision, we are most often guided by emotions completely unconsciously.