This week, you’ll be posting on the differences between rational and emotional buyers.
Highlight differences using original examples and supporting your position with at least two
recent, credible sources (other than your textbook) to strengthen your argument. Remember to
cite your sources as you use them—not simply list them at the end of your narrative.
Recent, credible sources include journal articles and articles from premier newspapers such as
the Wall Street Journal or New York Times from the last few years. Vendor sources are not
acceptable. I would suggest using references—with permalinks for online resources—from MU’s
library collection.
Refer to Chapter 8 for background on this topic. See the rubric for grading criteria. Put up your
initial post by Friday, January 5th at 11:59 PM. Respond to other students’ posts before
midnight on Sunday, January 7th. Please refer to them by name in your responses.
“People do not buy goods & services. They buy relations, stories, and magic.”(Godin 2018) Seth
Goldin once said this and it explains how most people make their purchasing decisions.
Purchasing decisions are triggered by both rational and emotional decisions, whether it be based
on emotional of rational factors. The consumer decision making process is broken into five steps,
which consist of; need recognition, search for information, evaluation of alternatives, purchase
decision, and post-purchase evaluation.
In a study by Neuroscientist Antonio Damasico, people who were unable to generate
emotions due to medical conditions had trouble making decisions. (Damasico 2005) Emotional
buyers are based on emotional purchase decision that are highly personal. Emotional motives
describe the goods in relation to their personal and/or subjective standards such as; pride, fear,
