Consumers like to believe that their decisions are guided by logic and rational analysis. However, research shows that the vast majority of purchasing decisions are influenced by unconscious and emotional processes.
Professor Gerald Zaltman of Harvard Business School estimates that nearly 95% of our decisions are made unconsciously. In other words, the heart precedes reason.
The central role of emotions in decision-making
The work of neuroscientist Antonio Damasio shows that without emotions, it would be impossible for us to make decisions, even the simplest ones.
In marketing, this means that consumers’ memories are not shaped solely by a product’s characteristics, but by how they felt when they encountered the brand: security, pride, belonging, or inspiration.
Rational arguments, such as price or technical specifications, play a validating role. But they do not initiate the act of purchasing. It is emotions that trigger the decision.
Three ways to incorporate emotion into your strategies
- Emphasize transformation rather than functionality. Illustrate how the customer’s life changes before and after adopting the product or service.
- Use language that resonates. Simple, vivid, and accessible words create more connection than overly technical vocabulary.
- Emphasize the emotional benefits. Beyond saving time or money, emphasize pride, peace of mind, or a sense of control.
Conclusion: reason and emotion, an inseparable duo
Rational arguments are still necessary to reassure and confirm a decision. But in a world saturated with offers and content, only emotion can create lasting brand loyalty.
As advertising executive Elmer Wheeler said back in the 1930s: “Sell the sizzle, not the steak” (in other words, sell the experience rather than the product).
In other words, the brands that will succeed are those that know how to transform their commercial message into a powerful and consistent emotional experience.
Jonathan Laberge
Strategist, HIGH5
Come see me at the Salon Stratégies PME, booth #702.
