Emotions as a driving force for purchase decisions: How companies can engage their customers and prompt action


Markies Shoot at Yust

It's a fascinating fact that as much as 95% of our purchase decisions are made unconsciously (according to Gerald Zaltman, Harvard professor). The subconscious and emotions play a crucial role in these impulsive decisions. Companies can learn how to leverage these emotional factors to build a deeper connection with their customers and boost sales.

The Customer

Markies Shoot at Yust

The power of emotions

Emotions and feelings often overpower rational thoughts when it comes to making purchase decisions. Companies can tap into this by:

  1. Connecting with the Customer: Create emotional bonds with customers to motivate them to make purchases.
  2. Eliciting Emotions: Present products or services that evoke emotions such as joy, desire, or hope.
  3. Telling Stories: Use narratives to touch customers and spur them into action.
  4. Building Trust: Be transparent about products and services, and ensure the privacy and security of data to increase customer trust.

However, emotions are not the only factors influencing purchase decisions. Price, quality, reputation, availability, and other factors also play a role. It is important to strike a good balance between appealing to emotions and delivering valuable products or services.

Many purchase decisions are made based on gut feelings. Therefore, companies should strive to build emotional connections with their customers, while simultaneously offering value in terms of price, quality, and other key factors. In doing so, companies can better cater to the needs of their customers and gain a competitive edge.

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