Module 2 : What Makes People Buy?

2.1 What Makes People Buy? Buyers make their purchasing decisions based on emotions and the logical reasons for buying something are then retro-fitted into the decision - this helps create mental congruence. People do not generally like to feel that they are emotional creatures making irrational decisions based upon how they “feel' (particularly men), so they hide the reasons for buying from others and, critically, from themselves. Consider the example of buying a Ferrari. The emotional ...