Final answer:
The emotional buyer bases purchases on personal reasons, influenced by emotions and psychological factors, often without complete factual information.
Step-by-step explanation:
The emotional buyer bases his or her purchases on personal reasons. When consumers make purchase decisions, they often do so based on emotions and feelings rather than strict analysis of facts or logical assessments. Emotional buying is influenced by various psychological factors, such as the appeal of a new product, fear, love, compassion, social norms, or even the feeling of loss (valuing a dollar lost more than a dollar gained). Information may be imperfect or unclear, and this sometimes contributes to emotional buying, as people may not have enough facts to make a fully rational decision. Therefore, appealing to emotions through marketing is a common strategy for influencing consumer behavior.