"A growing body of consumer-behavior research shows that
people may rationalize buying decisions based on a set of facts,
but they purchase based on feelings. Buying isn't necessarily a
rational decision; it's often an emotional one."
This statement can be true not only for their emotion toward the product itself, but we have been talking about all semester, the packaging alone can trigger an emotional response swaying the costumer to go with one product over another; or even to buy a product they otherwise may not have.
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