10 psychology rules that can sell almost anything

A customer rarely walks into a store, opens an app or clicks on an advertisement thinking only about the product itself. Often, the decision is tied to a problem they want solved, a feeling they want to experience or a version of themselves they hope to become.That is why effective selling is not simply about describing what a product does. Research in consumer psychology and behavioural science has long examined how emotions, social influence, perceived value and the way choices are presented can shape purchasing decisions.Here are 10 principles that can help explain why some sales messages connect better than others.1. Emotion can influence the decision; logic often helps justify itPeople do not always make purchasing decisions through a purely rational process. Emotions, associations and personal experiences can influence what catches their attention and what they eventually choose.