When they try and justify their decisions, they take shortcuts:
a. Whatever everybody else does (follow the crowd)
b. Price is a shortcut for quality
c. Scarcity is shortcut for popularity
Survival instinct is the strongest motivator: find out how it manifests in your industry/ category. (Physical survival, survival of self concept, status survival and social survival etc.)
To buy stuff is a substitute for achievement, for feeling inferior, for feeling down, doing other stuff that is more meaningful.
People are more strongly motivated by pain avoidance than by satisfaction and achievement. (‘No pain' is good indicator of likelihood of ‘survival'.)