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    Business Strategy with Hirav Shah                                        APRIL 17, 2026    |  The Indian Eye 32

               The Psychology Behind Every

                                      Purchase Decision

                                             Do customers buy with emotion or logic?

                      Every entrepreneur asks this, yet very few truly understand the answer

                                                                                                                  5 Answer logical objections honestly.
                                                                                                                      ROI, value, features, guarantees
                                                                                                                  — show you understand your buyer’s
                                                                                                                  mind.
                                                                                                                      The more you understand the
                                                                                                                  buyer’s emotion, the more effortless-
                                                                                                                  ly you can drive their logic.

                                                                                                                             Conclusion
                                                                                                                      Behind every purchase — small
                                                                                                                  or big — lies a psychological dance
                       HIRAV SHAH                                                                                 between emotion and logic.
                                                                                                                      The brand that understands this
                  s Business Strategist & Game                                                                    balance will win trust, win attention,
                  Changer Hirav Shah explains                                                                     and win the market.
            Ait beautifully:                                                                                          Whether you’re selling real es-
                “People buy emotionally and          Every entrepreneur must balance emotion + logic in messaging, marketing,    tate, luxury, education, healthcare,
            justify  logically. Brands win when                      and experience (File photo)                  or technology — the formula re-
            they speak to both.”                                                                                  mains same:
                Let’s decode the real psychology                                                                  • Emotion triggers the desire.
            behind every purchase using simple,   my confidence.”               Logical Buyers                    • Logic enables the decision.
            powerful questions.               • “I bought this phone to feel suc-  • Slow, calculated, careful    • Experience  keeps  the  customer
                                                cessful.”                       • Compare data, reviews, features   forever.
             What Makes People Choose One     • “I chose this outfit to feel appreci-  • Seek ROI, value, clarity
                 Product Over Another?          ated.”                                                                         FAQs
                Even when two products look   Instead, they give logical answers:  5 Ways to Appeal to Both Buyer     1. What percentage of buying is
            similar, customers don’t choose   • “Good mileage.”                              Types                emotional?
            based on features.                • “Better camera.”                1. Tell an emotional story first.     Almost  80–90%,  even  for
                They choose based on  feelings   • “Value for money.”           2. Show proof and logic after.    high-ticket products.
            — trust, aspiration, pride, comfort,                                3. Use simple language for clarity.   2. Why do people hide their emo-
            convenience.                      5 Hidden Emotional Reasons Cus-   4. Present benefits before features.  tional reasons?
                                                 tomers Avoid Talking About     5. Reduce confusion — clarity in-     Because logic feels safer and so-
            5 Emotional Triggers Behind Most   1. They don’t want to sound emotion-  creases confidence.          cially acceptable.
                       Purchases                al.                                                                   3. How can a small business use
            1. Identity: “This matches who I want   2. They want their choice to look   How Can Entrepreneurs Use This   this psychology?
              to be.”                           smart and practical.              Psychology to Increase Sales?       Focus on clarity, storytelling, and
            2. Comfort: “This makes my life easier.”  3. They fear being judged.    Every  entrepreneur  must  bal-  trust-building.
            3. Status: “This elevates my image.”  4. They don’t realise the emotional   ance emotion + logic in messaging,   4. Why do some brands charge pre-
            4. Trust: “I feel secure with this   influence.                     marketing, and experience.        mium prices and still win?
              brand.”                         5. They believe decisions are logical                                   They  sell emotional  value, not
            5. Hope: “This will improve my future.”  — even though they aren’t.  5 Strategies to Boost Sales Using   just product features.
                Logic comes later — the specs,                                          Buyer Psychology              5. What does Hirav Shah advise
            details, price comparison, ROI.     How Do Emotional Buyers and     1 Identify the emotional trigger.  entrepreneurs?
                But  first?  Emotion quietly de-  Logical Buyers Really Think?      Security? Hope? Pride? Trans-     “Stop selling products. Start
            cides the direction.                  Every buyer has both sides, but   formation?                    selling feelings backed with logic.”
                                              one dominates depending on the sit-  2 Tell a story before showing data.
            Why Don’t People Reveal the Real   uation.                              Stories win attention; proofs win
             Reason Behind Their Purchase?    Emotional Buyers                  trust.                               Hirav Shah is the Global Business
                Because emotions are subtle,   • Quick decision-makers          3 Build clarity in communication.  Strategist, Game Changer, and Author
            personal, and sometimes uncon-    • Respond to visuals, stories, brand   A confused mind never buys.    of 19+ books—trusted worldwide for
            scious.                             vibe                            4 Create a strong brand identity.  validating big decisions of entrepreneurs,
            People rarely say:                • Seek confidence, connection, com-   Look premium. Speak premium.       sportsmen, and entertainers.
            • “I bought the car because it boosts   fort                        Feel premium.                       Email : Business@hiravshah.com

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