And because we can’t devote too much mental effort to shopping, we tend to rely on feelings, hunches and intuitions to guide our purchases, even in so-called ‘rational’ categories. Psychologists tell us that most buying decisions are either too complex or too trivial to be made analytically, so people tend to rely mostly on their emotions instead.
So, should we think of all categories as ‘low interest’ and ’emotional’? Not quite. It’s more helpful to think in terms of different moments and states of mind. During the buying process, people oscillate between long periods of low interest, when they’re guided by feelings, and short bursts of more intense interest, when rational thinking can play a role.