A buyer only moves when the pain of their current situation (the Status Quo) outweighs the cost and effort of changing.
High-end tech buyers are buying the identity of being "innovative." The Mind of the Buyer: A Psychology of Selling
Humans are biologically wired to make decisions emotionally and then justify them with logic. A buyer only moves when the pain of
In uncertain situations, we look to others. Testimonials and "bestseller" tags reduce the perceived risk of a new purchase. The Mind of the Buyer: A Psychology of Selling
Buyers seek to either gain pleasure (status, efficiency, joy) or avoid pain (fear of loss, stress, wasted time). Pain is often the stronger motivator.