We’ve all experienced a time when we bought something, and we don’t even know why. We didn’t want it, we didn’t need it, yet we were so enthusiastic… swept up in the moment. It felt right at the time. Yes, it was EMOTIONAL. We believe that our choices are made from rational analysis, logic, but our emotions influence our decisions greatly. We consider based on past, related experiences and assign values to the buying options accordingly… these become our preferences. After the purchase, we use logic to decide if it was a good, emotional decision. If we decide no, it wasn’t – we have buyer’s remorse.
This role of emotion is well documented in regard to consumer behavior. MRI’s show the use of emotions (personal feelings, experiences) more than acquired information (brand attributes, features, and facts) when considering a purchase therefore it is believed they have greater influence. Traditional advertisers know this. We make the emotional choice for the more expensive brand because we “like” it rather than consider the fact that the generic store brands have the exact same ingredients at less expensive prices.
The brain experiences sales and the sales process in this order:
- THE VEHICLE – The brain says, “I see the possibility that the product can work.” Trust is established believing that the product does what it says it will do. As a marketer, reverse engineer and ask yourself: “What are people saying to themselves when they don’t see the possibility that the product can work?” THIS BECOMES YOUR SALES PITCH!
- THE INTERNAL – The brain says, “I believe that the product can do what it says it can do AND I believe that I can actually do it too (or I can experience it also) with this product.” Internal belief is established. As a marketer, ask yourself, “What are people saying to themselves when they don’t believe they should buy it (do it)?”
- THE EXTERNAL – The brain says, “I believe that the product can do what it says it can, I believe I can do it as well, AND I have the resources making me capable to do it.” As a marketer, ask yourself, “What are they saying to themselves when they don’t believe they have the resources? How can you show them that they do?” The TRUTH is that when they think about all that it does or all that they will get, the price isn’t really that high!
If a person is hung up from committing to the purchase, the brain is reminding them of something from their past, something that happened that was negative. When you experience this yourself, ask yourself, “what prejudgments, what past experience am I reliving?”