Expert’s Guide to Emotional Marketing

Emotions drive your daily decisions. You may think you use logic and reasoning, but your choices are tied to emotion more than anything else.

It’s why emotional marketing uses psychological triggers to get customers to click, convert, and engage.

Case in point, Antonio Damasio spent time studying individuals with damage to the area of the brain that generates and processes emotions.

These people acted just like anyone else, but with one big difference: they couldn’t feel emotion.

They also needed help making decisions. Even simple decisions about what to eat were difficult.

While they could describe what they should be doing using logic and reason, they couldn’t make decisions without emotion.

The idea that we make decisions using emotion rather than logic is supported by data from Gerard Zaltman, author of “How Customers Think: Essential Insights into the Mind of the Market.”

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