Emotional beings

Do we have some definitive answers about how consumers make their buying decisions? Apparently, not. 

Most people believe that the choices they make result from a rational analysis of available alternatives. They look at the costs and benefits and then take a decision that optimizes their return. In reality, however, our decisions are influenced and determined greatly by emotions.

If I have spent big money on buying a pair of shoes, it is not the damage to my bank account that matters, but what those shoes will make me look and feel like that has driven my decision.

If emotions are the main drivers of behaviour, do people accept this? In most cases, interestingly not.

Our minds are good at coming up with very plausible and credible rational reasons for making the decision, after they had been taken. But at that point of decision making, this rationality did not exist.

The process of rationalization after taking the decision is in every aspect of our lives. Hiring decisions within companies; our choice of restaurant to eat; voting for certain parties or politicians etc. We are ruled by our emotions first, and then we can come up with rational response.

There is a story linked to David Ogilvy, also called the father of advertising. He would pass by a beggar each morning to work. A sign by the beggar said ‘I’m blind; pls help’ but David mostly saw the beggar’s cup empty. One morning he took a pen and changed the sign and the beggar’s cup was overflowing. The sign said, it’s a beautiful spring day but I will not see it as I’m blind.

But why do people find it difficult to accept that their decisions are based on emotions? The problem partly lies in our society. The sign of maturity is rationality. Emotions are generally seen with mistrust.

Emotions are the primary reason why consumers prefer branded products. After all, most of the products we buy could be purchased in similar quality as generic/store brands. Emotions are powerful because they spring us into action. Anger can make us stand up and fight for our rights. Fear can make us fight or flight. Love makes us form households and societies. But for consumers, perhaps the most important characteristic of emotions is that they push us towards action. In response to an emotion, humans are compelled to do something.

Next time you watch an ad that tries to create an emotional connection with you, or tries to bring out memories and feelings, keep in mind that it is striking your emotional self. If you accept the emotional appeal, you will buy the product eventually. And your mind will conveniently come up with some justification later.  

Images taken from Pixabay https://pixabay.com/