Chapter 6
The Central Role of Emotions in Consumer Responses
In This Chapter
Seeing why nonconscious emotions are central to consumer responses
Understanding how nonconscious emotions differ from conscious feelings
Appreciating the subtle ways emotions impact our bodies, and vice versa
Explaining how emotions influence attention and memory
In 1994, Antonio Damasio, a physician and neuroscientist at the University of Iowa, published a book that changed the way brain scientists thought about rationality and emotion. In Descartes’ Error: Emotion, Reason, and the Human Brain (Penguin), Damasio showed that emotions, far from being the enemy of rationality, were essential to good decision making. Patients with damage to emotional centers in their brains were not cool and calm deciders like the hyper-rational Mr. Spock (see Chapter 2). Instead, they were barely able to make decisions at all! Damasio made the profound connection that emotions are not just compatible with good decisions; they’re indispensible contributors.
In this chapter, we explore the new view of emotions that has emerged ...
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