Sentiment Over Sense

Why We Buy What We Don’t Need?

Have you ever found yourself buying yet another book, even when your bookshelf is already overflowing? You promise yourself that this will be the last one, but before you know it, you’re clicking that “Buy Now” button again. If this sounds familiar, you’re not alone. I’ve been there, and it’s not just about books. This phenomenon is a testament to the invisible obsession that drives our buying decisions—emotions.

Buying is an Emotional Affair: When it comes to making a purchase, logic often takes a backseat. Whether it’s a new gadget, a subscription service, or a pair of shoes, the initial trigger is almost always emotional. Marketers have long understood this, employing strategies that appeal to emotions like fear, desire, and even FOMO (Fear of Missing Out).

The Cycle of Emotional Buying: What’s even more fascinating is that the emotional reason behind the purchase often remains unresolved. You bought that fitness tracker to motivate yourself to exercise more. Yet, here you are, months later, contemplating buying another one with more features. Why? Because the underlying emotional need—for motivation, validation, or even self-improvement—still exists. Result, You buy again! It’s a cycle fuelled by the same emotional trigger over and over again.

From Transactional to Emotional Marketing: Traditional marketing often focuses on transactional relationships—features, benefits, and discounts. However, if you really want make a mark, it’s crucial to shift your focus from transactional to emotional marketing. Understand the underlaying emotions that led to the purchase and find ways to keep those triggering again and again.

The journey of emotional buying is a never-ending one, as our emotional needs and desires are rarely satisfied. As marketers, recognizing this invisible obsession provides us the edge for which the customer keeps coming back.