Marketers spend a great deal of time dissecting the customer experience and attempting to define the moment where a prospective customer takes the plunge and commits to a purchase.
While many aspects of this decision-making process stem from a very tangible and quantifiable side, there is an emotional and psychological component as well. Emotions play an enormous part in how buyers act and react. They propel decisions and instill a personal connection between the buyer and the brand that extends beyond the transaction itself.
