You’d buy a sweater on impulse, but when it comes to buying a home it’s all about calm deliberation, right? You might be surprised.
Price, square footage, location: “All that can be trumped by the visceral reaction of seeing a home,” says June Cotte, who teaches marketing at Western University’s Ivey Business School.
“Smells, colours, sounds you can hear inside or from the outside – you might not be aware of them, but they can have an influence.”
The layout may even subliminally remind you of the home of a former boyfriend, says Cotte. That can have a positive or negative emotional impact on how you perceive a home that’s for sale.
In fact, a study published in the Journal of Advertising Research in 2002 said emotions can be twice as important as knowledge in consumer buying decisions. Subsequent research has determined that the role of emotion in buying situations…
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