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Account Options Connexion. Version papier du livre. James McCosh. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. Informations bibliographiques. You read about the features and benefits of each model to compare them.
Even with an extended, seemingly rational decision-making process, you are actually highly motivated by your emotions. Your fear of purchasing another crappy appliance drove not only the decision to buy, but your conscious consideration of the different options. Scientists used to believe we made decisions through reason; emotions only interrupted this cognitive process.
In this school of thought, originating from ancient philosophers like Plato, emotion was the opposite of reason. But, by the s, findings in cognitive psychology, anthropology, evolutionary biology, and neurology began to challenge this assumption. Scientists were realizing that emotion and reason are integrated systems, rather than separate states. And that emotions like fear can prompt an action before a subject is able to cognitively process the threat. The evidence has led to a shift from thinking of a rational to an emotional decision-making process.
In other words, many scientists and researchers now believe that emotions drive actions. And while this may not be news to you, many marketers are still not capitalizing on this insight.
You live in a nice neighborhood. Your home and yard mean a great deal to you. After all, this is the place where you and your family spend the most time. Your favorite chair is waiting on the porch for you after a long day at work. Your sanctuary. So, you decide to hang a sign on your front gate to keep unwelcome guests out. You are deciding between the two options below:.
But why is this sign more effective than the other? In the example above, the sign on the left relies on fact-based, informational communication.
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The sign with the dog, however, relies on emotional communication. It seeks to probe a much more powerful underlying response. For many people, the threat of being attacked by a dog triggers a risk-averse emotional response. And that emotional response makes it less likely that they will trespass on your property.
Communication the sign triggers an emotion fear , which triggers an action, or lack thereof not trespassing. In classic economic theory , consumers are rational economic actors who make choices after considering all relevant information, using conscious thinking. Conscious thinking is an explicit process and requires a significant amount of energy.
Because your body has evolved to operate as efficiently as possible, it limits energy-sapping conscious thinking. Which means that your brain processes almost all communication signals from your environment unconsciously, through implicit processes. This implicit process is controlled by the limbic system, which is sometimes referred to as the emotional brain. As a result, many of our decisions are made unconsciously and are based on emotion.
We have gut reactions in three seconds or less. In fact, emotions process sensory input in only one-fifth the time our conscious, cognitive brain takes to assimilate that same input. Quick emotional processing also happens with cascading impact. Our emotional reaction to a stimulus resounds more loudly in our brain than does our rational response, triggering the action to follow.
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When a shopper decides to buy from you, they have often made the decision before their conscious mind is even aware of it. Based on millions of cues, they have decided that your product is a fit for them at that moment in time. Want to go more in-depth on this topic? Sell better: How to optimize your marketing for emotional relevance. Identifying and measuring emotional motivators is complicated, because customers themselves may not even be aware of them.
These sentiments are typically different from what customers say are the reasons they make brand choices and from the terms they use to describe their emotional responses to particular brands. We call this optimizing for emotional relevance.
And it first requires an understanding of the emotional systems of the human brain. In particular, you need to understand the three main emotional systems and how these systems influence customer behavior through both desire and aversion. These include:. The Dominance and Stimulance systems are the expansive and risk-oriented systems in the brain, whereas the Balance system is the risk avoidance counter-system.
But how do you, the marketer, explore, understand, and leverage these emotional systems? Developed by German research group, Gruppe Nymphenburg , over the past 20 years, it is based on the latest findings across a variety of disciplines that include neuroanatomy, evolutionary biology, neurochemistry, and psychology. As of this May, WiderFunnel has the exclusive North American rights to the Limbic model, and to the development of digital marketing services based on the Limbic model. Which I will touch on more later!
What sets Limbic apart from other personality profiling tools, like Myers Briggs or Predictive Index, is that it is the first tool of its kind designed specifically for marketing. It is focused on uncovering the emotion and motivation of a shopper, rather than on how people relate to one another.
All human motives, desires, and values can be represented and related to one another within this map. The exact position of each individual value on the map has been developed through a rigorous process, over decades. Well, each emotional system is present in each of us, but to varying degrees. Most people are dominated by one of the three systems.
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