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Pedro Gonçalves

The Myth of Marketing: How Research Reaches For The Heart But Only Connects With The He... - 0 views

www.fastcocreate.com/...ut-only-connects-with-the-head

Marketing Cognitive Marketing

shared by Pedro Gonçalves on 22 Mar 13 - No Cached
  • Despite lip service paid to emotions, businesses routinely make multimillion-dollar marketing decisions on the false premise that respondents in survey research can consciously explain the unconscious origins of their actions. They fail to recognize that most of the business of life happens through our emotions, below the threshold of awareness.
  • neuroanatomist Jill Bolte Taylor puts it, “We live in a world where we are taught from the start that we are thinking creatures that feel. The truth is, we are feeling creatures that think.”
  • When we ask respondents in traditional copy, tracking, and concept tests to report their emotional motivation to buy brands, we are asking their chatty, limited, linear mind to interpret the responses of their immensely more powerful, holistic, creative mind. Cognitive science experiments have shown that our left brain rationalizes stories in attempt to organize and categorize the sensory experiences of the right brain.
  • ...2 more annotations...
  • asking someone to reduce their emotions to numerical ratings and explain the causes of their feelings in verbal accounts is like asking someone who only knows English to interpret Mandarin. Describing joy or sorrow as an arithmetic mean is like describing a van Gogh painting as a binomial coefficient.
  • We need to generate smiles, tears, or goose bumps--not significant differences correlated at the 95% confidence interval! These are the things that these data tabulations will never capture, but they are also the things that make us buy brands.
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