Purchases are made almost daily. This means decisions, and the process to reach those decisions, about buying also happen every day without even realizing the journey the mind takes to reach its destination.
Bryan Eisenburg feels there are twenty reasons or categories to why people make the purchasing decision they do. He starts with the most realistic reason of “basic need”. I am going to take you on a little journey myself of a purchase I have made that fits this category. A salad. So this little green wonder is simple enough, but the ridiculously quick process of thought my brain went through to reach this leafy conclusion includes more than what can fit under the basic need category.
Image from: google
The first question that can be asked about a purchase is if that purchasing decision was rational or emotional. In this instance both are arguable. Boundless explains that a rational decision is one that is a multi-step process for making choices between multiple alternatives. There were many alternatives I could have taken besides choosing the compilation of greens, chicken, and cheese. My decision for this particular dinner choice was also motivated by emotion. On that particular day I had worked out in the morning, I am trying to eat healthier, and I was in a hurry, and could easily take the salad to work. Thus both rational and emotional!
I chose my particular salad because I could see it through the packaging (a necessity when purchasing most healthy food). In terms of other salads there were none on that day, but the salad looked fresh and appealing. Who really knew so much thought went into purchasing dinner with no other actual salad options?! Imagine the brain power expended at big purchases that aren’t solely need based! Makes me feel the need to take a nap just thinking about it!