8 Emotions That Influence Purchase Decisions

By Dallas Ziebell, dziebell@lessitermedia.com
Marketing Manager, Lessiter Media

If you're anything like me, or the average American consumer according to a study by the experiential commerce agency SMITH, when we're required to part with our money we can find a myriad of different emotions running through our brains.

Is this the BEST choice out of all my options? Can I find a BETTER deal out there? Have I done ENOUGH research on this product? There's no doubt, buying is an emotional process. And these emotions are constantly driving, validating, or even burdening, our decision-making process — whether we are consciously aware of it or not.

SMITH's study offers a deep dive into purchase behavior and the emotional mindsets that tend to drive consumers' decision-making. According to their report, "We found that consumers shop and buy using up to 8 different emotional mindsets. Some shoppers shift between mindsets, depending on product category, while others use predominantly one mindset. Most consumers are able to describe their shopping and buying strategies, but don’t talk directly about the emotional motivators behind their strategies. We call these emotional motivators 'modes.'"

Today, we examine common characteristics of these 8 different emotional modes and look at how frequently they each show up in consumers. We also share some useful tips to help you align your marketing tactics and better connect with each group.