Why it matters

DDB’s Leif Stromnes and Ben Welsh argue that humans are ultimately irrational creatures, and consequently, much of marketing and economic theory doesn’t make sense in the real world. It’s important that marketers realise that emotions drive human decision-making and react accordingly.


  • Marketing doesn’t appear to understand the human propensity towards irrationality.
  • The customer doesn’t appear to like variation or change - even though they think they do.
  • The more information we have, the bigger the purchase, the more information available – the more emotional we become.

In the 1960s, television advertising pioneer Rosser Reeves invented the term ‘unique selling proposition’ (USP). It refers to the unique benefit a brand uses to help it stand out from its competitors, and it has become one of the most well-known terms in marketing.