At first glance, it may seem that our purchasing decisions have much more to do with the careful analysis of needs than anything else - after all, everyone needs transportation or a home, right?

You selected a Hermes over a Coach handbag because of the assumed status factor of carrying one.

What could influence someone to select one brand of a vehicle over another – even though both have the same basic function of getting us where we want to go?

Feelings – The Why Behind What We Buy

This idea of emotions ruling consumer behavior is certainly not new - in fact, it was a major hypothesis of author Martin Lindstrom in his 2008 bestseller, 'Buyology: Truth And Lies About Why We Buy'.

Lindstrom based his analysis on research in the field of ‘Neuromarketing,’ which he performed on 2,000 global volunteers over the course of three years.

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