What were buyers' decisions like in December?

Behavioral and consumer psychology indicate that there are three ways in which people come to make a decision, these vary depending on the category or product, the socioeconomic situation, and in some cases the season. This whole decision process is shaped by the consumer's attitude towards brands, product or service.

Attitude has three basic componentsRational or cognitive ,that is to say the one that allows us to understand what and why; Emotional is associated with the feelings that allow a decision to be taken and behavioral, which is the which ultimately leads to the decision becoming an act of purchase or consumption.

The order in which these 3 components (cognitive, emotional, behavioral) occur defines the type of decision process.

1st Learning (Rational - Emotional - Behavioral): Se It happens when the person first understands the reason for the need, justifies it, validates it, feels secure, calm or happy about the decision he/she is making, and therefore acts and buys.

This more "rational" process is more prevalent in high spend purchases*. Brands and companies can focus on providing sufficient, clear and simple information that justifies the reason for purchase such as: convenience, solution to a problem, savings in time and future money or improvement in the quality of life, and thus increase the consumer's feeling of confidence and reassurance.

2nd Emotional (Emotional-Behavioral-Rational): It happens when a strong feeling (which is the rationalization of the emotion) motivates the purchase of the product, the consumer makes the purchase and ultimately seeks justifications or objective reasons for his act of purchase.

Here, companies appeal to emotional messages, product aesthetics and references from other consumers to consolidate purchasing decisions.

3rd. Impulse (-Behavioral- Emotional- Rational): may have similarities with what is called "Craving" or "indulging" without the need to explain it. The consumer first buys, usually satisfies an emotional or sensory need and thinks little about the decision he/she makes.

The company in this case seeks to generate the sensation of scarcity of the product, ("last", "unique", "special edition"), and also to associate consumption with the concept of deserved indulgence or to present itself as a solution to an immediate situation ("Soothe the Hunger").

How are purchases in December? In the first case, I would bet that the impulse takes precedence over emotion and learning. When they are for others, the emotion that prevails are the other two, leaving at the end the learning.

The risk associated with impulse buying is to be disappointed in the purchase. When emotion intervenes in the purchase for others, the risk is that we do not think enough of the other but of ourselves and the gift does not generate the desired acceptance, and this is where boring bonuses come in.

* The high outlay is relative to the income and relevance levels in the category, and car or computer may be at the same level depending on the people asked.