Economics of Emotions: The Vital Role They Play In Business

Let me illustrate a difficulty that many small businesses can relate to. After we were just starting out as a “little-tech-company-that-could,” we struggled to correctly market ourselves right out of the gate. For instance, we once had a customer let us know, “If your organization designed a Coca-Cola can, it might be a white can with black list of ingredients.”

Let me be the primary to claim – ouch. But why did that impression exist?

Because we were struggling to tap into the emotional aspect behind our products and the explanations people use them. For instance this point, consider Dove’s “ Like a lady ” campaign.  In those commercials, the director plays an active role with the topic, asking her (or him) to play out certain ideas of “acting like a girl” and what meaning to them. Not just can we see the immediate reaction of the topic when they’re shown images of the way real girls run, walk and fight, but in addition how we – as viewers – have had our perceptions warped besides.

They’re not only selling a product, but visually demonstrating and reinforcing crucial idea and revealing flaws we didn’t know we had. Oftentimes, what is going to draw people in isn’t the product itself, however the emotions which are conjured from the promoting message, convincing consumers they’ve a necessity they didn’t even know they’d.

And that’s the sweet spot where we discover where the emotional resonance lies.

Effectively Marketing Your Brand

The key to effectively market your brand is to comprehend the emotional reasons that drive someone to do what they do. For instance, why does one buy a hammer? an effortless response will be to hammer a nail. The emotional reasons, as always, are a touch more complex. For instance, is it to construct a tree house? Is it to construct a brand new home? Or even it’s to hold up an image of a newborn child.

All of those are quick methods to relate an item so simple as a hammer to a person’s sense of family and residential.

In our case with software, we’ve learned to think of the emotion behind why a corporation would select to start out their look for our product within the first place:

  • What frustration were they feeling?
  • What task was not being effectively accomplished?
  • What money was being lost?
  • How did it make people feel day after day to house an unsolved pain
  • What was the “straw that broke the camel’s back” and caused them to begin their search?

Understanding the answers to those questions is where the key to effectively marketing our product lies.

The Science Behind a Purchase

But what in regards to the science behind an intellectual purchase? Just how often do people buy based off facts alone? It’s more often than you suspect. In accordance with Kathryn Gillett of MarketingProfs, the roots of an emotional buy versus a logical one stem from a really obvious place – the human brain:

“In regards to intellect versus emotion, our brains are hardwired to offer emotions the higher hand. Information—in the shape of words and data—is processed within the neo-cortex. Meanwhile, all our emotions are rooted within the limbic system…The limbic brain has no capacity for language. That means no amount of info can motivate someone to purchase.”

Going one step further, how high is the ratio of emotional-purchase versus factual? In line with Peter Noel Murray, PhD and expert on Psychology Today, emotional buys are knocking it out of the park:

“Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to shop a product than does the ad’s content – by an element of three-to-1 for tv ads and a pair of-to-1 for print ads.”

Ever think one other psychology class or two would have turn out to be useful to comprehend buyer behavior?

We received our own lesson (years after the Coca Cola can analogy) within the importance of understanding consumers and their emotional motives after we heard from a customer on why she purchased our software.

Her reason? She felt “out of control.”

She had to reject inaccurate time slips, and include a reason behind the rejection and the way the worker could correct it. Since the software they were using on the time didn’t provide this functionality, she needed to manually take some time slip to the person, explain the issue and look forward to them to correct it. The complete process was a tremendous time-suck on her work day in addition to the workers. Even worse, the method took her far from getting more important things accomplished in her job.


In view of those examples, the secret to good marketing is in understanding why somebody needs your products. Not only the fundamental, intellectual reasons, however the underlying emotional component. When you know that, tailor your marketing accordingly.

Likewise, regardless of established employees, understanding the excuses and emotions behind their actions can assist you better understand their needs and ultimately cause smoother operations.

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