People use emotions as a gut check on whether to engage with brands, products, services and people.
It’s a common belief in Western culture that we make better decisions when we take emotions out of the equation and rely on reason. In actuality, the reverse is true. We tend to make better decisions when emotions are involved.
Fascinating research has been done in this area with people who have brain lesions that leave them with normal cognitive function but who lack the ability to process emotional signals. These people are the epitome of rational decision-makers because they can’t process any emotional information. Contrary to popular thought, researchers have found that these unemotional decision-makers actually make poor decisions or no decisions. These individuals, lacking emotion in their decision-making, have been known to bankrupt themselves or participate in other risky behavior because they don’t feel fear.
Consumers follow the lead of their emotions, which leads to a type of automatic “thinking” called “System thinking” (…) Humans don’t have the ability to think deeply about everything they encounter. So, emotions guide decisions.
Source : The role of emotions in the purchase decision, March 2019, Quirks
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