3 drivers and 3 reasons I was at a café recently and notice a local identity pulling up in a brand new Ferrari with a brand new trophy wife. Given my passion for understanding consumer behaviour it might not be surprising that the first thing that ran through my mind was a question. Why did […]

3 drivers and 3 reasons I was at a café recently and notice a local identity pulling up in a brand new Ferrari with a brand new trophy wife. Given my passion for understanding consumer behaviour it might not be surprising that the first thing that ran through my mind was a question. Why did he buy that Ferrari? Well the research suggests that the answer to this question is more complex than one might think. It is certainly more complex than many salesmen think – and they need to know. The purchase was almost certainly motivated by one or more of three ‘drivers’, namely: Cognition Emotion Both Research suggests that such purchasers are driven by emotion and then rationalised cognitively. Even rational decisions are made under the influence of emotions. There is no rational reason for buying a Ferrari, just as there is no rational reason for buying many…