The importance of feelings in purchase decisions

According to Harvard professor Gerald Zaltman, the answer to these questions is closely related to the subconscious. In his book “How Customers Think: Essential Insights into the Mind of the Market”, the professor reveals many interesting ideas in marketing.

Contrary to popular belief, consumers act “sentimental”. For example, while there is a comparison of multiple brands and prices when evaluating a purchase decision, Zaltman’s research indicates that this is not really the important issue.

Furthermore, it was found that what shoppers actually think or feel often contradicts what they say when studying their unconscious physical reactions.

Why are consumers not sincere about their buying thoughts and feelings? 

One important reason is that they are motivated by emotion, which ultimately influences decision-making in general. Studies by neuroscientists have found that people whose brains are damaged in the area that generates emotions are unable to make decisions.

This is a great importance idea because it helps us to realize that human beings are not as logical as we might imagine. Understanding this has important implications for marketing and sales.

For example, if you only emphasize the attributes of your product it is likely to generate mediocre results. The poor results are due to the fact that the human element is being completely lost. that is, people are moved by feelings.

Good marketers use this concept all the time

Luxury items target our feelings of self-worth, acceptance, and status in the world. Communication devices excite us by offering a connection with friends, family and a wider network of people.

Sports brands inspire by offering adventure and glory through the act of competition. And many other products, such as perfumes, colognes, and lingerie, target emotions related to love, relationships, and desires.

As marketers, we must sell the lifestyle and sentiment

How do you make your consumers feel? Consider words and messages carefully. Are they emotional and attractive? What is the experience?

At Bora Services we know that there is nothing wrong with helping consumers achieve their desired emotional states. Our products and services are designed to satisfy the desire of our clients that always carry an emotional component.

Thanks to the spirit of our brands, it is easy to connect with excitement, adventure and exploration. A lifestyle in constant motion with the right outfits that make people feel more capable, more intense, more endowed with capacities that will take them further and that they enjoy life to the full.

Of course, there is an underlying psychology in Bora Services’ sales strategy that perfectly connects with young and vital consumers. The style of our presence and the service that the company offers are capable of making customers fall in love in the B2B field and even meet their expectations in the B2C field.


95% of purchase decisions are subconscious

Consumers are motivated by emotion

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