How emotions influence the buying decision process for crypto assets

Buying a crypto token or NFT involves more emotions than buying a typical product, generally because there is an expectation of future value. Everything starts when a potential buyer becomes aware of the project through marketing channels/social media, sparking interest.

Next, the potential buyer searches for information, checking out the creators, price history and general reputation. Then, they evaluate if the investment is worth the risk. This decision is heavily influenced by branding and communication, because a well executed project may appear safe.

Lastly, the person decides whether to make a purchase. However, when it comes to crypto assets the process does not end after the sale, because the customer has the possibility to hold, sell or invest again. For marketers in the crypto industry, understanding this buying decision process and the emotions behind it is important to build trust.