Mark J. Wolf Blog

Top 8 Emotional States That Affect Buying Decisions

What do you think about purchase decisions?

Do you find them to be logical or emotional?

Most of us believe that our decisions are solely based on logic and that our assessment leads us to make the best choices; well…hate to break it to you, but that’s not how it works!

Purchasing decisions always come as a result of a change in the customer’s emotional state.

It’s also important to note that information may influence that particular emotional state but it’s still the emotion that makes things happen.

Here’s the deal:

Your customers don’t have time and luxury to process tons of information, and that’s where emotions come in. These emotions are the drivers that guide and inform people on how to go about making several decisions.

So, if you’re looking to create personalized shopping experiences that are relevant to buyers as well as those that can help push up sales and win their loyalty, you’ll have to get a better understanding of the key emotional drivers and play along with them.

The good news is, this post will explore the eight emotional shopping modes that play a significant role in influencing buying behaviors.

We’re also going to get a feel of how they occur and the right techniques you can employ to resonate with customers in several emotional mindsets.

Note: These eight emotional mindsets were originally discovered SMITH, an experiential commerce agency.

Alright, now that we’ve covered the basics, let’s proceed to the good part!

#1 Got To Be First – They always want to feel superior

Okay, the first on the list are buyers who are always eager to make a statement to their peers and feel unique in their own skin.

I’m pretty sure you’ve come across such shoppers; they’re those people who know quite a lot about the most popular brands.

It’s, however, noteworthy to mention that other things such as style and features could to some extent, influence their decisions.

[bctt tweet=”You have to give a second thought to how your brand’s offerings will make your clients feel.” username=”markjwolf”]

Bottom line: You have to give a second thought to how your brand’s offerings will make your clients feel. The most practical thing to do here is to market your lifestyle and NOT your tech specs. Doing this will surely capture the attention of the “Got To Be First” Shoppers.

#2 Decision Anxiety – They take a chunk of time to make a choice

Next in line are buyers who are likely to get by the numerous choices when they shop. In other words, they take a considerable amount of time to sift through their options before coming to a final decision.

Moreover, shoppers in a state of decision anxiety know that making a choice is a big part of the purchasing journey.

But the issue is that they’re unable to give a certain degree of attention to assessing the available options up to the point where they’ll be confident enough to make a decision.

At the end of the day, they might decide hastily or decide not to proceed with the purchase altogether.

So What’s the hack?

For starters, you should quit communicating tech features, trust me, doing this will complicate things.

What you should know is that a buyer with decision anxiety needs all the help he or she could get to banish the nervousness and confusion from their shopping experience.

I recommend you give them control as well as the opportunity to compare options.

The bottom line is to provide them with a super easy journey that will get rid of a significant part of their worries so they can conveniently make a decision.

#3 Needs Validation – They rely on other people’s opinions

These set of shoppers are primarily driven by the need to validate their choices.

In other words, they lack the confidence to make a decision (they struggle to make up their minds).

So in this state, buyers are on the lookout for opinions, typically from people who have experience with the product or service.

Here’s the hack:

The surest way to help these set of shoppers is to simply give them what they need. Active conversations on social media, user reviews coupled with your expert advice will have a significant impact on their decision-making process. Just be sure that your activities end up instilling confidence that’ll be enough to help them make up their minds.

#4 Know-It-All – They always want to do tons of research at all times

People in this emotional state spend a significant amount of time doing research; as a matter of fact, they love doing their research.

They’re typically driven by the desire to provide both advice and recommendations to their peers and colleagues.

Tip: What you should know is that these shoppers will be spending a lot of time on your site as well as other authority news sites to get all the information they need on cutting-edge technology.

Just be sure to get your business featured in one of the major news sources of your target audience so they can be transformed into educated influencers.

#5 I’m Special – They love to feel unique and always put their needs first

The “I’m Special” shoppers are always on the lookout for exceptional shopping experiences that fits their unique buying habits.

These group of buyers is more likely to hear about your brand’s offerings on social media, and the best part is they’re sure to share their purchase with their network of friends. In other words, the I’m special group are sure to be your best bet when it comes to spreading the word and growing your customer base, and that’s a big part of the plan.

Here’s how you can engage them:

Just be sure to make them special and unique, it’s as simple as that! It’s an excellent idea to provide them with limited edition product releases, exclusive memberships as well as highly personalized experiences.

Doing all these will surely make them feel special.

Just be sure to do all you possibly can to increase their sense of importance!

#6 Want Some Fun – They just love shopping

These group of buyers sees shopping as a fun and enjoyable experience.

I’m pretty sure you’ve met or seen some people who view shopping as their entertainment or a way to get away from the hustle and bustle of life.

Bottom line: Since the “I Want Some Fun” shoppers are looking for fun in their purchase journey, it’s an excellent idea to provide them with unique and interactive shopping experience; doing this will surely satisfy their needs and keep them engaged.

#7 Avoid Remorse – They only want the easiest path to purchase

Just as their emotion implies, the “Avoid Remorse” group see shopping as a lot of work, and that’s exactly why they’ll always choose the easiest path to purchase.

When shoppers are looking to avoid remorse, they’re more likely to stick to brands that reflect their beliefs so they can feel safe in their purchase decision.

Tip: For starters, aggressive sales tactics won’t work with these shoppers.

You have to think outside the box and give them a memorable shopping experience; this is the surest way to capture their attention.

 #8 Buy and Be Done – They just want to buy and get it over with

For starters, these shoppers don’t fancy the whole idea of shopping, but they just have to buy something anyway. In other words, exploring your store to find the right product is a big chore to them. In fact, most of them feel the effect of choice overload.

How can you engage these shoppers?

You only have to do all you can to help them save time and reduce their frustration. So how can you help them out?

Well, there are a couple of things you can do, but I recommend you incorporate self-service options both in-store and online.

Doing this will make the entire experience a whole lot easier for the shoppers, and the best part is that they won’t have to rely on the presence of a sales associate throughout the purchase journey.

What could be better?

In Conclusion

So there you have it! With all that has been said, we can conclude that the importance of emotions to your sales strategy cannot be overemphasized.

Just be sure to integrate these eight shopping modes into your sales strategy, and you’ll be well on your way to meeting all the many needs of your customers. Good luck!

Mark J. Wolf

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