The Psychology of Luxury: Why Clients Buy, Resist & Say Yes

Luxury isn't about products, it's about emotion.
As The Design Biz Therapist, Tracee Murphy helps designers understand the psychology behind why clients buy, what creates resistance, and how trust is built throughout the design process. High-end clients are not simply purchasing furnishings and finishes, they’re investing in identity, transformation, comfort, and meaning.
This session explores how emotional intelligence, empathy, and behavioral psychology can help designers communicate value more effectively, navigate money conversations with confidence, and create stronger client relationships. Attendees will gain a deeper understanding of luxury decision-making and learn how to sell luxury without feeling like they're selling.