How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model
Orlando Wood
BrainJuicer Labs
Management slant
- New evidence from psychology suggests that most of the decisions we make are made quickly and intuitively, by what is known as System 1 (fast) decision-making.
- An important component of System 1 decision-making is emotion, which guides many decisions. Instead of answering the more difficult question "what do I think about this choice?," we instead tend to ask ourselves "how do I feel about this choice?"
- A brand that adopts emotional communications draws people closer to it, promotes...