The importance of emotion in big-ticket home and garden item buys has been revealed in new research.
Gen Z shoppers are the most concerned about how a brand makes them feel and how closely a brand’s values match their own influences more than -two-thirds of shoppers, according to the finding’s from Cairn’s Logic Myth report
67% of 18-24s place more weight on how a brand makes them feel, than overall (57%) and 69% of shoppers reported that brand fit is important.
Some 66% of the 2,000 adults surveyed says getting big-ticket item purchasing decisions wrong would affect their everyday life.
‘The research shows that major home and garden purchases are driven by far more than logic alone. These are high-value decisions with long, sometimes complex buying journeys, where emotional factors play a significant role alongside rational thinking. While product information and performance remain important for building trust, emotional reassurance is becoming increasingly influential, particularly among younger consumers. Brands that rely solely on rational messaging around features, price and performance risk losing relevance and credibility. Rational messaging may help close a sale, but emotional connection is what gives consumers the confidence to buy in the first place,’ says Will English, Cairn co-founder and md.
