In today’s fast-paced world, understanding consumer psychology, and more specifically, your potential buyer, is more than a necessity.

Every decision your customer makes consists of several conscious and subconscious emotional triggers.

As neurologist Antonio Damasio argues in his book “Descartes Error”

“Emotion is a necessary ingredient to almost all decisions”

In 1979, psychologists Daniel Kahneman and Amos Tversky published a paper titled, “Prospect Theory: An Analysis Of Decision Under Risk”

 The theory states:

“People make decisions based on the potential value of losses and gains rather than the final outcome.”