We are all rational beings, making decisions after carefully weighing the analytical arguments. We always keep an open mind. We study the facts, and then decide. Logical, analytical, practical. When confronting a big decision, our brain overpowers everything to help us arrive at the right conclusion. We don’t let emotions get in the way. Ever.
Well, it’s probably not like that for most of us.
Head Justifies the Heart
We actually tend to make emotional decisions first, and then look for facts to justify that decision. That’s what the scientists say in recent studies.
Our “gut” helps us decide. That’s emotion. In other words, we decide in our heart and justify it in our head.
That’s not good or bad; it’s just the way it is.
As a result, marketers tend to pull at our “heart strings” with emotional appeals. It’s why branding is so important—colors carefully chosen, music picked with care. All of it is designed in an effort to sway our emotional decision-making. We create a certain feeling through the use of sensual imagery.
Ironically, these marketing decisions are not based on what marketers “feel” would work. Many of them are based on neuroscience. Expose a group of consumers to a product while giving them a brain scan. That shows what areas of the brain are lighting up. There are other tools that are used—blood pressure, skin tests, eye tracking, and all sorts of biofeedback mechanisms. The results help marketers see what works literally by seeing inside our brains.