How considered are those purchases?
When it comes to “considered purchases”, how much consideration do people put into them?
I mean, they're usually pretty expensive items, so we hem & haw more about what we get. But how much do we reeeeally analyze our choices more?
For instance, if you're in the market for an SUV or a pick-up, wouldn't it make sense to visit a bunch of dealers and actually drive some around before deciding? They're expensive!
Data from DMEautomotive suggests our appetite for serious consideration is fairly light.
For instance, over 60% of buyers only visit 1 or 2 dealers. And 5% didn't even visit a dealership.
(I visited 6 on my last go-round. But my legs are reeealy long, so I need to make sure I fit in the thing. Dork.)
This bit of data, added to a bunch of others, suggests that most of the thinking — even for big-ticket items like trucks — is subconscious. It's based on experience, comfort, familiarity, vague associations, & old memories.
Facts and logic are used more as rationale for a decision your subconscious already made.
Granted, we might be trying out our friend's cars, or renting a bunch from Avis, or doing tons on online research (which, yes, we are, a lot more for cars than for candles). But we fairly quickly narrow down the field and say, "Ya, that's good enough."
(Fancy name alert: this is called "satisficing". Some people want the best, but most people just want good enough. This applies equally to burgers and SUVs.)
So if you sell big-ticket items, absolutely provide the RTBs for the rationale to close the sale. But as System1 Research says, focus on cultivating fame, feelings, and fluency to win over the subconscious.