As much as we don’t want to admit it, our decision-making process is not just based on logic and facts- we actually rely on our emotions quite heavily when making decisions. Research from neuroscientists backs this up: people who have brain damage that reduces their ability to feel emotions have severe difficulties making decisions. This necessary and subconscious process of experiencing emotions when making decisions is especially true among consumers. In fact, research shows that 90% of purchasing decisions are made subconsciously.
Fortunately, this means that merchants have an incredible ability to increase sales by creating a retail experience that generates the right emotions among customers. Below are some emotions that have been proven to increase sales, and some techniques to instill these feelings in your customers.