On what basis do people typically make purchasing decisions?

People often make purchasing decisions primarily based on emotions because emotional responses play a significant role in influencing how individuals perceive a product or service. Emotional connections can drive consumers to relate personally to a brand or product, leading to increased loyalty and willingness to make a purchase. Brands frequently evoke emotions through storytelling, visuals, and marketing messages that resonate with the consumer's values, aspirations, or desires.

While impulse, excitement, and necessity can certainly affect purchasing decisions, they often stem from underlying emotional drivers. For instance, an impulse purchase can be influenced by a moment of excitement or desire, and necessity can also carry an emotional element tied to needs or fears (like security or comfort). However, the emotional aspect remains foundational, as consumers not only seek functional benefits from products but are equally motivated by how these products make them feel.