The psychology behind buying premium
Why are consumers prepared to pay more – sometimes a great deal more – for particular brands and services? And why do they keep buying from those same brands, over and over again?
Building on Daniel Kahneman’s research on human irrationality, this white paper reveals that premium purchases are less about the product and everything about how we feel while we’re buying it.
We also define what workshops and OEMs should focus on to recalibrate their customer relationships and encourage loyalty by: