"emotional" purchases are more advantageous than "rational"

Psychologists from the university Of ayovy came to the conclusion that the typical buyer counts more expensive article - higher-quality. A similar conclusion does not frequently correspond to reality. However, only the minute quantity of buyers they try to estimate the real qualities of goods, but not only is focused attention on its price characteristics.

Man makes purchases, being based either on the emotions (for example, on the basis of principle "it pleases itself - it does not please itself"), or on the cold calculation (a "good quality", "acceptable price", etc.). In this case, the reason frequently is inferior to the emotions: when, for example, buyer selects the model of machine, because to him in it it is pleasant to be located, but not because it possesses high consumer characteristics. Nevertheless, "emotional" purchases in the long-term outlook prove to be more advantageous than "rational". Article with the results of this study published periodical Journal of Consumer Research.