Those Darned Emotions

People often weigh buying decisions on how they anticipate they will feel about the purchase after they’ve done it.

A recent study by researchers at University College London found that people almost always misinterpret how they are going to feel and consequently go on to make poor decisions.

The job of brand is to see to it that customers anticipate positive emotional experiences and are rewarded by having positive emotional experiences after they have bought.

Harry Chittenden