It means that we prefer to see the decision to buy as our own idea.
Not someone else's.
But why does it go this way?
To simplify greatly, the reason is:
When we feel like something is being imposed on us.
Or when there's too much pressure to sell a product or service.
It triggers negative emotions.
We prefer to feel that choice and control are in our hands.
Our brain avoids anything unpleasant.
Because unpleasant equals dangerous.
This is linked to our evolutionary development and survival.
Moreover,
Our brain perceives the loss of something tens of times stronger than a potential gain.
Now, let's get back to money and modern people.
Studies in the field of behavioral economics and the psychology of money show that:
Losing money can trigger strong negative emotional reactions.
These reactions are comparable to the loss of physical well-being.
This phenomenon is called "loss aversion".
On the one hand, we seem to understand that money is just pieces of paper.
On the other hand, significant financial losses cause emotional pain comparable to losing an arm or a leg.
And some of us experience such intense emotional pain that we jump out of Wall Street windows.
Now, let's return to the buying process and modern people.
Various studies in behavioral economics and psychology point to the fact:
That shopping serves as a significant source of pleasure and enjoyment.
This phenomenon is particularly true for many modern people today.
You see, it's no longer about buying things.
It's about the joy of the process and the emotional fulfillment of getting something new.
We love to buy when we encounter an irresistible deal that solves our problems, fears, or other emotions.
And this is exactly what we mean by "Product-Market Fit".
Good marketing and sales don't look like marketing and sales.