How rational and emotional is there in the decisions we make? Neuroscience has shown several things in recent times. One is that we make decisions in record time and that in reality it does not matter how much time we dedicate to thinking about it because the yes or the no has been taken in the first seconds of reflection. Another is that our brain and memory function at various levels and that the decision maker is our brain, not always rational. When deciding what to do, it is our feelings, our most subjective part, who ends up marking what we are going to do.

And, as they point out in an article in FastCompany in which they have analyzed how we make decisions, the idea that decisions are a Indonesia WhatsApp Number List  rational matter, in which the balance is tipped thanks to a cool head, is actually , a myth. Emotions are always there and they always end up influencing the decisions we make, as shown by different studies that have analyzed how feelings and perceptions modify decision-making.

The emotional weight in decision-making is also not a trivial issue or that only affects those elements that seem, so to speak, obvious. One of the clearest examples that good humor and positive emotions can have an effect that goes far beyond what is simply expected is a study that linked good weather with the results of the stock market. The researchers were able to find a link between good stock market results and sunny days.

“What we have found after several studies is that our emotions can cloud our judgment in two main ways,” explains Francesca Gino, a Harvard Business School researcher specializing in the effect of emotions. “One is that it makes it more difficult for us to judge whether advice is good or bad. And then number two, depending on the emotions we may be feeling, we can tune out and not listen to advice at all. Or on the contrary, trust a advice too much, “he says. Thus, for example, when it is very hot people become more aggressive and are unable to process information in the same way that they would when they are not subjected to extreme temperatures.

All this information affects the behavior of society and how people relate to each other, but the truth is that it has many more ramifications far beyond simply how drivers can react in a traffic jam, they can face a conflict in the environment work or may or may not maintain their relationships (South Korea imposed a rule of waiting to get a divorce: the process does not begin until six months after starting the procedures, which gives those affected time to spend the moment peak in which they presented the papers and what has reduced the number of divorces in the country). The truth is that data, and the knowledge that emotions have a role that goes far beyond simply a background noise, serves to understand how citizens relate to everything, including the products they buy and brands with those that are related.

Decisions are not rational and therefore purchasing decisions are not. What is it that makes us stick with that brand of cheese and not this one? To the list of variables we must add the emotional issue and, above all, companies have to start playing with this issue in order to be able to seduce consumers and push them into the arms of their products.

Do brands have to become a kind of master of emotional manipulation?

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