Like any major purchase, a car buying experience is kickstarted by an external stimulus that triggers a deep-seeded emotion. That emotion, or pathos, is strong enough to send chills up the person’s spine, sending his heart racing and blood pumping so hard he tunes out the world around him, even if for just a split second. This physical and emotional response happens when he sees, hears, or smells something.

It’s a memory that pulls from his limbic system that’s strong enough to instantly transported back to a past time and place, pulling out details of those emotions and memories. This sets the buyer on the logical and emotional journey toward purchase.



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