As a copywriter, I'm becoming more and more fascinated with how people make decisions to buy something. It's not rational for sure (most of the times), and even the emotional side has so many different facets.
Already looking at my own behavior provides great insights (even though I'm just a sample size of one). Actually, it's not even that easy to study yourself. Most of what we do happens automatically and unconsciously. I have to 'catch myself in the act' so to say to really begin to understand why I'm doing what I'm doing.
So, most of the time, I'm analyzing the past.
One interesting case is my buying behavior of smartphones. I wasn't an early adopter but got finally got the urge to get an iPhone in 2011. I already had a Blackberry from work and owning both devices seemed like the pinnacle of awesomeness for me at that time. I bought an iPhone 4S and loved it (this phone works until this day; my dad is using it; it's crazy how tiny it looks now).
From there, my company gave me an iPhone 5C next. Then, bought an iPhone 6S as I left the firm. I was totally against Android at that point. My friends had Android phones, but they seemed to break so easily.
When my husband threw me into a pool while I still had my iPhone on me, I switched to Samsung because a Galaxy 6S was available immediately as a replacement. Just to prove the point that Android phones break easily, it literally stopped working from one minute to the next after a couple of months. My family got me a Samsung Galaxy S7 Edge which I'm using till this day.
In smartphone terms, this phone is ancient. It still has a button! Interestingly, I don't feel the urge to upgrade ... at all. My fascination with smartphones has subsided. The emotional high I would get from owning a new one with a few new features doesn't outweigh the rational 'this will cost a few hundred bucks'.
I guess I'll use it until it breaks. It has already outlived my expectations.