Our feelings can be cleverer than our thoughts

Rory Sutherland

This article looks at the importance of emotion instead of reason in decision making and how this can be applied to marketing.

Our feelings can be cleverer than our thoughts

Rory SutherlandOgilvy Group UK

Emotion has as much of a role to play in decision-making as reason, argues Rory Sutherland.

Imagine you came home to find a large dog turd on the floor of your kitchen. You would immediately find this repellent and seek to remove it. You would certainly not pick it up with your bare hands. And, having disposed of it, you would wipe the floor with water and some detergent. If I asked you why you were doing those things, you would answer: "Because it's unhygienic, of course;...

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