Most purchase decisions are made based on an emotional connection to a brand, product or even a salesperson.
That’s no surprise when we’re talking about something small, such as a pack of gum, a fun pair of socks or a new lamp for the living room. But you might expect that as the cost of a purchase increases, the rational side of the brain takes over and overrules those initial feelings. Don’t major decisions remove the emotion and rely solely on facts, numbers and hard data?
You would think so.