I’ve always been keen about connecting science to the need of having to create “an emotional connection” or “emotional end benefit” with consumers in order to sell effectively. Lehrer details how emotion is indespensible in helping humans make sense of the “helter skelter” of every day life. Consumers seek out brands, even when they think they are not, because brands make it easier to decide at the supermarket or dealership. No doubt, this is obvious, yet what’s important here is the scientific rationale clearly linking emotions to decision making, in every area of life. So, it is science making the case that branding and marketing are required and not optional.
Key quote:
“Even when we are not conscious of our emotions they are driving our decisions.”
Check out the video, it’s a bit long, but Lehrer covers most of the important points in the book.
