Psychology Behind Buying a Home: Emotions vs Logic
It goes without saying that buying a house is going to be one of the biggest financial decisions you will ever make (and one you will only make two or three times in a lifetime). Most people like to think they are acting from a rational and logical standpoint when making a significant decision like buying real estate, but the truth is they are not. Our emotions play a much bigger role than we think or would like to admit. Harvard Business School professor Gerald Zaltman says that 95% of our purchase decisions take place subconsciously. (source) [...]