Recent research has underscored the important role emotion plays in customers’ decision-making process.  Our rational brains typically have a very large amount of input to consider for every decision.  It can’t process all of that information quickly, and therefore uses emotion to come to a decision.  Science writer Jonah Lehrer says:

“Our emotional brain is actually much better at taking in lots and lots of information. Summarizing lots of data very efficiently, and saying, ‘Here’s a feeling. Don’t worry about all the details. Here’s a feeling. We’ve already taken those details into account.'”

A study at Harvard found that when people are either happy or angry, they’re more likely to make risky decisions than when they’re not feeling strong emotions.  Another study demonstrated that while people were more attracted to a supermarket display with many choices, they were far more likely to actually make a purchase when confronted with fewer choices.

For marketers, this means we should not ignore emotions. Market research frequently relies on rational answers.  However, focus group discussions can uncover people’s feelings.  This is done in a variety of ways.  We can make people feel comfortable to have a conversation where they say what they really feel and not just the answers they think are most appropriate (as soon as one participant opens up, that gives others “permission” to follow).  And we use specific exercises to get around rational, intellectualized answers, with techniques such as story-telling and metaphor elicitation.

To learn how your prospects and customers really feel, give us a call at (818) 752-7210.

Source: “Decisions, Decisions . . .,” CBS Sunday Morning News, April 25, 2010