Emotional aspects when choosing the right components
70-80% of purchasing decisions are made subconsciously
First of all: humans are more irrational than rational. Feelings and emotions determine a large part of our behaviour. Of course, this does not exclude purchasing decisions. Now you may say that this is probably true in the private sphere, but not in the B2B sector, where the pros and cons are always carefully weighed up through a wide range of information gathering. On the other hand, there are also "normal" people working in the B2B sector, people with preferences, experiences and an emotional world. Conversely, this means that it is a rather unusual exercise to leave feelings completely "out of the equation" and carry out all processes "head-driven" at all times. The extensive purchase decision, i.e. the more rational process, would be desirable, but the emotional part of the decision-making process has increased significantly in recent years - not least due to the ever-increasing time pressure and complexity in general. This also applies to devices and requirements.
Even supposedly hard specifications such as high quality, professionalism, user-friendliness etc. are difficult to represent or even compare in terms of values and therefore inevitably fall into the emotional sphere to a large extent. Trust in a brand or a good experience from the past are also deeply emotional processes.
This has been proven by countless studies, and in the field of marketing these findings have long been summarised and taught under the terms "neuroselling" and "neuromarketing"...
