One of
the first things that a business owner must know and
understand is that every decision or purchase is an
emotional one.
People Buy With
Their Emotions And Justify With Logic
Example: the purchase of a vehicle
“You
buy a car because you love the way it looks and you want
to feel good about what you drive.” That’s emotional.
“You’re buying a car because it has great safety
features and really good gas mileage.”
That’s
logical. Or is it?
Good
safety features and good gas mileage. Okay that sounds
logical, but why do you want strong safety features?
Because you want to feel protected when you’re on the
road. You’re worried about being injured in an accident,
so it’s the avoidance of pain that’s behind that
decision.
