What is your favorite brand of clothing? What type of phones do you use? What kind of car do you have? What kind of wallet do you carry? Why?
While product quality and reputation of the manufacturer matters, the real reason behind we make a decision to purchase something goes far beyond the fundamentals and it’s far away from the rational thought. It is about influencing the subconscious.
In fact, research shows that roughly 90% of purchasing decisions we make are made subconsciously. And further studies have also revealed that our conscious minds can only handle less than 100 bits of information per second while our brains process a total of 11 million bits every second.
So the question becomes how does our subconscious determine our decisions? It comes down to our needs and emotions.
As you know, each and every one of us is special and unique, but we also share 6 human needs according to Tony Robbins. They are certainty, variety, significance, love and connection, growth, contribution. This determines how we feel about ourselves, about others, and about life. And all behaviors, including our decision to buy things, is an attempt to meet our needs.