Title: Emotional vs Rational Purchases - How Social Media Triggers Consumers' Buying Decisions | InfluencerDB
Headings: Emotional vs Rational Purchases – How Social Media Triggers Consumers’ Buying Decisions
Emotional vs Rational Purchases – How Social Media Triggers Consumers’ Buying Decisions
People do not buy goods & services. They buy relations, stories, and magic.
Emotional Purchases
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Rational Purchases
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Led by emotions – but we deny it!
Emotional vs Rational Triggers on Different Platforms
Instagram
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YouTube
Blogs
Emotional or rational: Which approach works best for companies?
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How influencers impact purchasing decisions
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The Takeaway

Content: And how does influencer marketing trigger consumers’ buying decisions? Purchase decisions are impacted by rational as well as emotional motives. Whether a decision is made based on emotional or rational factors, is highly individual and depends on the person making the decision, the product and other circumstances. The graphic below describes the development prior to a purchase by displaying the five steps of the consumer decision-making process. The consumer’s decision-making behavior © Visual.ly
Emotional Purchases
Neuroscientists emphasize that emotions play a central role in our decision-making-progress: Neuroscientist Antonio Damasio conducted a study which found that people who were unable to generate emotions due to medical conditions had trouble making decisions. Criteria which impact emotional purchase decisions are highly personal: Love/sentiment
Envy
Pride
Entertainment
Vanity
For emotional purchase decisions, it can be argued that the need does not necessarily have to be present in the first place. It is rather created by external sources, like influencers. Thus, these purchase decisions are strongly based on impulses as well as recommendations.