How Rationality and Emotion Shape Consumer Decision-making While Navigating Real Estate Websites

Abstract

This study examines how rational analysis and emotional responses shape consumers' decision-making process on real estate websites, in the context of purchasing a newly built apartment in Sweden. As the real estate industry undergoes digital transformation, websites increasingly rely on visualizations, personalization, and immersive technologies like VR and AR to engage consumers. Through a qualitative research approach based on in-depth interviews, the study explores how users navigate digital interfaces, process information, and transition from initial interest to contacting a real estate agent. Findings reveal that while rational aspects like price, location, and functionality are critical, emotional triggers, evoked through visual storytelling, virtual tours, and intuitive design, play an important role in building trust and engagement. The study emphasizes the importance of user-friendly navigation, personalized filters, and information presented in a clear and structured way to support the interplay between the rational and emotional decision-making process. These consumer-focused insights provide a four-stage process for real estate companies and real estate agents, aiming to enhance digital customer experiences in a complex purchasing process.