It’s all about emotions
Kathy Sierra over at Creating passionate users has a great post on how men and women both use emotions as the primary driver for making decisions.
I couldn’t agree more, except that I believe that people often go through a set of emotional “buying stages.” Once a potential buyer is convinced that he/she needs what you have, he/she will first go through the emotional process of trying to disqualify your product from their shortlist of product candidates. It is in rare instances that you fall in love with a product at first sight to the point of not evaluating alternatives. Once you decide to look at alternatives you want to narrow down the field as soon as possible - and most people will use highly emotional/non-logic reasons to kick you off that list.
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