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Whew … we’ve just survived the season of shopping. What actually got us to pry open the wallet? Despite the recession, there were plenty of luxury purchases made in the past month.

According to “Trading Up: The New American Luxury” by Michael Silverstein and Neil Fiske, we buy based on emotion. And then we justify our purchases with logic. The authors delve into some of the particular emotions that get people to bite on high-ticket luxury items. For example:

1. Pamper me. The media bombard us with comments about how overworked and stressed we are, which creates a perception that we deserve products and services that pamper us and help us feel refreshed and rejuvenated. Massage, anyone?

2. Making connections. We’re lonely. In today’s increasingly anonymous world, people will spend large amounts of money to attract, maintain and nurture family and friends or a romantic partner.

3. Questing. Consumers today appreciate adventure, learning, mastery and fun and are willing to pay top dollar to dream about and experience those qualities.

4. Individual style. High-priced products often help buyers express their personal taste, differentiate themselves from others and demonstrate their sophistication. Harley-Davidson Inc. has this appeal wrapped up in its marketing.

If you’re in this market, take a lesson from the masters. Create mental imagery that is irresistible. Appeal to the buyers’ emotions. Help them visualize themselves with your product or service. Then sprinkle in some facts to build the post-purchase justification. Voila … you’ve made a sale!

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan