Marketeers have, for some time, talked about rational and emotional purchases. Now for the first time scientists have proved that emotion is the more important factor.
A scientist from University College London has conducted a study in which men and women were asked to gamble, or not, with £50. When told they would “keep” 40% of their money if they didn’t gamble, the volunteers chose to gamble only 43% of the time. Told they could “lose” 60% of the money if they didn’t gamble, they rolled the dice 62% of the time. Brain images of the trials participants showed that everyone in the study showed emotional biases.
The implications for marketing are huge. If people always rely on emotional decisions then the values of a brand and the like ability of adverts becomes even more important.
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