Using Behavioral Science in Marketing

01

Emotional and rational elements in decision making

Behavioral scientists have found that in order to make a decision, people use both the rational and emotional parts of their brain. This means the most effective marketing messages will contain elements that appeal to each. Buying decisions of all types are often first made emotionally, and then later justified with rational reasons.

You know how people make decisions, right? At least you think you do. People decide based on a variety of factors—their needs, wants and goals, their past experiences, their preferences. Sometimes they make a list of pros and cons. Or they conduct a cost-benefit analysis. Other times they do some research, and then they sleep on it. Sometimes they talk things ...