Science: This is What Brings Customers Back (Again and Again and Again)

“I like cake. It makes my body happy!” — Zach, age 6

No one wants a slice of cake. Instead, we want how the cake makes us feel as it melts into our mouth and lights up our brain. 

What do people really want when they go to a nice restaurant?

  • Sensory appeal?
  • Hospitality?

What do people really want when they go to a hair stylist?

  • Confidence?
  • Self-actualization?

What do people really want when they go to the dentist?

  • Confidence?
  • Relief?

Scientific research has revealed that decisions are guided by emotion. Customers want good feelings with their purchase. The way a business makes people feel is why they choose it over alternatives (and there’s always alternatives).

Good feelings are the secret sauce that brings your customer back. Do you know for certain what’s in your secret sauce?

Quality and consistency are essential for all businesses, but it’s the secret sauce that makes it special.


Feature photo by Toa Heftiba on Unsplash

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