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That's a tough question since it requires us to crawl into the buyers head. My best guess is they start off intending to be very rational. At some point they reach a decision, but don't pull the trigger. At that point they start to let more emotion in. This is Walt watching videos of the pro with "his" new driver. They think they're still researching but they're really just emotionally reinforcing the decision they've already made.When we commend and support their 'logical' decision, we're really playing to their emotion. It's like a waiter saying "Excellent choice, sir". It makes us feel good.
That's a tough question since it requires us to crawl into the buyers head. My best guess is they start off intending to be very rational. At some point they reach a decision, but don't pull the trigger. At that point they start to let more emotion in. This is Walt watching videos of the pro with "his" new driver. They think they're still researching but they're really just emotionally reinforcing the decision they've already made.
When we commend and support their 'logical' decision, we're really playing to their emotion. It's like a waiter saying "Excellent choice, sir". It makes us feel good.
