Emotion is what drives purchase habits as well as decision making in general. Neuroscientists discovered that people whose brains are injured in the region that creates emotions are unable to make judgments. They will choose an item no matter what it is because there's no way for them to distinguish what they need from what they want.
People buy things on emotion because it's easy. If you want to buy a car, if you feel like it needs new tires, you can just go ahead and do it. There's no need to think through every possible outcome of your action - you'll just do it anyway. That's how most purchases are made: rashly, impulsively, without consideration of cost or risk.
People buy things on emotion because it's fun. If you want to buy a new toy for your child, give them a big smile and tell them how much you want them to have fun this year - then grab some cash out of their piggy bank! Tell them it's a secret gift and they must guess what it is. See how many toys they can name before saying "no" to something else. This is how most gifts are bought: excitedly, eagerly, without thought of price or responsibility.
People buy things on emotion because it's convenient.
Although individuals buy on emotion and explain their purchases with reasoning, a customer's purchasing choice is not based on emotion. An emotion is merely the unconscious mind's means of communicating its conclusions to the conscious mind. The unconscious mind decides what conclusion to come to, so it can only communicate one conclusion at a time. This communication takes place through our senses; for example, if we see something we like, a feeling comes over us and we think about buying that item. Then when we go to pay for it, we realize we don't have enough money left over from what we already spent to afford it.
The unconscious mind cannot tell you why it feels certain ways or sees certain things. It can only express itself through our body language, tone of voice, and words. If you know how to read these signals, you can learn much about your customers' emotions. For example, if they say they aren't sure about buying but then go ahead and purchase anyway, they must have felt some kind of emotion (perhaps fear) that made them do this. You can use this information to your advantage by giving them something else even though they didn't ask for it. This will make them feel better about themselves and possibly move them closer to making a purchase.
People also buy on emotion because they want to feel good about themselves.
6 Emotions That Influence Customer Purchases
Emotions influence investors' decision-making processes, and the environment contributes to the perceptual biases they encounter during the process, resulting in failure to meet end goals. The study found that emotions irritate investors and that investors who manage their emotions and use them efficiently in decision making outperform those who do not. This article explores how emotions influence investors' decision making.
Pleasurable sensations are rewarded for many human acts (caused by the chemical dopamine). Buying things may cause the same pleasure hormones to be released, and for many of us, our natural addiction to feeling good can thus be readily satiated by purchasing something.
The act of shopping can be fun, exciting, social, or any combination thereof. The thing you buy often becomes an obsession with worthiness issues; someone who knows you well will be able to tell if you're buying it just because it's expensive or because you think you should have it.
Whether you buy it for yourself or someone else, the pleasure you get from buying something new is probably going to be felt in some way over time. Dopamine is a hormone that causes feelings of happiness, so as long as you aren't doing too much else that makes you feel bad (e.g., using drugs), then the more you spend, the better! It's a natural state of affairs that has been wired into our brains for survival purposes.
There are two types of rewards: physical and psychological. Physical rewards are easy to obtain and easy to release (dopamine). Psychological rewards require work to obtain and release (endorphins). Shopping gives you both kinds of reward: something you can physically hold and experience now and something internal you receive later when you look at what you bought.