As far as I can determine, there is no science behind what drives buying decisions. Wait. No. Actually, there is. Try this on for size, from 2008.
With so much money at stake, finding a way to the shopping decision region of our brains is clearly valuable to all kinds of vendors. My question is how accurate any of this can be. Here’s the clue:
Technology will also begin to identify customers’ emotions. Dr Sharma’s software has the potential to analyse expressions, like smiles and grimaces, which are hard to fake.
Talking to people is one thing. What we tell someone about how or why we buy might be a long way removed from the real decision-making cascade. Telling ourselves stories, fakery, masking, justification: these are the building materials of our ego, which I believe has a large part in figuring how we spend our money.
In other words, we buy what we think we are.
By extension, of we can find a way to understanding who our potential customers think they are, we find a way to pitch our product. It’s that easy.