The myth of rationality: why we buy with emotion and justify with logic - techniques persuasion manipulation

Illustration of the battle between emotion and logic in the consumer's brain.

For a long time, classical economics and traditional marketing have assumed that consumers are rational beings, capable of coldly weighing pros and cons before making a purchase. However, reality is much more complex. Neuroscience, psychology and everyday experience show us that, in most cases, we buy with emotion and justify with logic. This article will explore this fascinating phenomenon, revealing the keys to understanding how emotions influence our decisions and how companies can leverage this knowledge to connect with their customers more effectively.

The Hidden Power of Emotions in Consumer Behavior

Emotions are the engine that drives many of our actions, even those we believe are based on reason. Fear, joy, sadness, anger, love... each of these emotions can significantly influence our preferences and choices. When we see an advertisement that moves us, we are more likely to remember the brand and to feel a positive connection with it. This emotional connection can be much more powerful than any rational argument about the product's features or price.

For example, think of Coca-Cola advertising. It rarely focuses on the taste or ingredients of the drink. Instead, it appeals to happiness, friendship and celebration. It sells us an experience, an emotion, and that is the reason the brand remains so successful despite the existence of cheaper and, perhaps, healthier alternatives.

Marketing Neuroscience: Uncovering the Secrets of the Consumer's Brain

Marketing neuroscience uses neuroimaging techniques to analyze consumers' brain activity while they are exposed to different advertising stimuli. These studies have revealed that emotions are processed in areas of the brain different from those used for logical reasoning. When we see something we like, the brain's reward system is activated, releasing dopamine and generating a feeling of pleasure. This feeling of pleasure predisposes us to buy the product, even if we don't really need it.

Moreover, neuroscience has shown that emotions can influence our memory. We are more likely to remember information that is associated with a strong emotion. Therefore, brands that manage to generate positive emotions in their customers have a significant competitive advantage.

The Process of Rational Justification: The Inner Lawyer

After making an impulsive purchase, we often feel the need to justify our decision. This is where our capacity for logical reasoning comes into play. We look for arguments that support our choice, even if those arguments are, in reality, a post hoc rationalization. This process of justification helps us feel better about our purchase and avoid feelings of guilt.

For example, we buy a sports car that we don't really need, but we convince ourselves that it is a good investment because "we deserve something nice" or because "it's safer than our previous car". We are using logic to justify a decision that, in reality, was driven by emotion and desire.

Cognitive Biases: Mental Traps that Affect Our Decisions

Cognitive biases are systematic patterns of thought that can distort our perception of reality and lead us to make irrational decisions. Some of the most relevant cognitive biases in the context of marketing are:

• Confirmation bias: The tendency to seek information that confirms our preexisting beliefs and to ignore information that contradicts them.
• Loss aversion: We feel the pain of a loss more intensely than the pleasure of an equivalent gain.
• Anchoring effect: The first information we receive about a product (the "anchor") influences our perception of its subsequent value.
• Decoy effect: The introduction of a third option, less attractive than the other two, can influence our choice.

Understanding these cognitive biases can help companies design more effective marketing strategies that take advantage of these "mental traps" to influence consumers' purchasing decisions.

Emotional Marketing: Connecting with the Customer's Heart

Emotional marketing focuses on creating an emotional connection between the brand and the customer. It's not simply about selling a product, but about offering an experience, a story, a feeling. Brands that manage to connect emotionally with their customers achieve greater loyalty and positive word-of-mouth.

Some key emotional marketing strategies include:

• Storytelling: Telling stories that resonate with the values and aspirations of the target audience.
• Content marketing: Creating valuable and relevant content that educates, entertains and inspires the customer.
• Influencer marketing: Collaborating with influencers who have a genuine connection with the brand and who can convey its message authentically.
• Personalization: Offering personalized experiences that adapt to the needs and preferences of each customer.

Examples of Successful Emotional Marketing

Numerous brands have demonstrated the power of emotional marketing. A classic example is Dove's "Real Beauty" campaign, which challenged traditional beauty standards and promoted self-acceptance. This campaign resonated deeply with women around the world and helped Dove build a positive, socially responsible brand image.

Another example is Nike's "Just Do It" campaign, which inspires people to push beyond their limits and reach their goals. This campaign does not focus on the technical features of Nike products, but on the spirit of personal achievement and the passion for sport.