BRAND TOUCHPOINTS

Emotional vs Rational

Posted in Uncategorized by Abhinaya Chandrasekhar on August 27, 2009

Emotions impact decisions. – Agreed

Emotions exercise a greater impact on decisions than rational thinking. – ?!

I know a lot of people are vigorously shaking their heads now. How can that be? I bought my Toyota last week after a lot of thinking. It was a very rational decision. My ipod nano was a necessity. I need it for my work outs every morning. I just had to buy the new shoes. My old ones were killing my feet.

So, the sleek design of the car, scent of fresh leather when you open the door, the magnetic aura that is wrapped around you when you sit behind the wheel did not aid to your decision making at all?

What about the increase in your “coolness quotient” thanks to the ipod nano. You feel like a true gizmo freak by owning the latest techie fads, irrespective of their requirement. Also, the shoes looked so pretty on Angelina’s feet. Im sure they would look just as good on mine.

This is what happens in the brain. Needs arise – emotions take over – rational justifications are formulated to reduce guilt. Most of the brain is dominated by automatic processes rather than deliberate thinking. A lot of what happens in the brain is emotional, not cognitive (Buyology).

I came across a very interesting concept known as mirroring neurons. Imagine a secluded beach. The sea is deep blue and is sparkling with the rays almost touching the water. The sand is a mixture of brown and white. There is a pleasant freshness in the air which you have been longing for. There is a gentle breeze blowing across your body and you do not want to leave the beach. You are content with the scenic beauty.

Im sure you have a far away look in your eyes yearning to atleast catch a glimpse of this wonderland.

Imagine finger nails scratching on a black board… screeeeeeeeeeechhhh…. Did you just wince? I am sure you did.

These neurons send signals to the brain which helps us experience what the other person is feeling. This is why, a lot of FMCG advertisements use celebrities. Its the best case scenario.Brain_by_moutoin

“She” uses this soap and is very beautiful. Though all our rationality points toward it being a money-making gimmick by advertisers, the signals are already sent to the brain. BEWARE!

More on neuromarketing coming up soon!

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5 Responses

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  1. sangeet said, on August 28, 2009 at 1:42 pm

    I dont know, but i’m not quite clear on how u concluded that emotions have a greater impact. It could vary for so many people, in so many different situations. Moreover, the question arises, what refers to as rational thinking, so as to make a unbiased decision.

    Cheerios. [;)]

  2. Zohran said, on August 31, 2009 at 10:38 am

    Brilliant shit…love the style…:)

  3. nithin said, on September 1, 2009 at 12:33 pm

    hmmm…rational decisions and marketing. Nice thought though. Id rather say there was one ad by onida which im sure would have hit the idea home…”neighbours envy ..owners pride” . Emotion of envy/jealousy is most powerful id say….i have seen many people buy a fridge or Tv cause the neighbour has it….or worse….ive seen guitars being bought like that…..anyways….that was the most brilliant ad…staright..direct and full impact 🙂 …nice post..keep posting

  4. Akshay Dhanda said, on September 4, 2009 at 5:17 am

    nice post…will be waiting for more on neuro marketing…

    cheers

  5. Soumya Saswat said, on October 18, 2009 at 8:30 am

    write more


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