According to Marketingprofs, an online group of marketing professors, research demonstrates two things affect why affluent customers prefer one luxury product over another product. The first is the product’s “informational components,” which refers to what the product is made of, where it was made, and who made it. The second is the product’s “affective components,” which means how it makes the customer feel.
Of the two, the “affective component” or the sensory element is the one that drastically influences the affluent customer to buy it. In other words, if the product produces a pleasant feeling in the customer, they will buy it, regardless of price. Why?
The experts at Marketingprofs explain that surrounding distractions come into play. Conversation, nearby displays, music, and scenery are examples of distractions. These distractions are not contradictory to pleasant feelings. In fact, they promote pleasant feelings. When customers are distracted, this diverts their thought processes away from the “informational components” of the product. Which means feelings enter the picture. So customers who are distracted rely on how they feel about a product to influence their decisions to buy.