The heart has reasons that reason can not know     Blaise Pascal

A woman in a Seattle focus group said to me, “Advertising does not influence me at all. I just by plain Cheerios because it is the best cereal.”   When asked the question “why?” most people have an answer, usually a very rational, logical explanation of their motivations. But the truth of the matter is that emotion plays a crucial and often non-conscious role in decision making. Of course, advertising has influenced the Seattle respondent, otherwise there are many choices that might be cheaper, more nutritious, better tasting, more visually appealing… there is something she is unaware of that has led her to Cheerios in the first place. Whether they know it or not, people can’t make decisions without emotions.

     In his book: “The Brain: The Story of You,” neuroscientist David Eagleman tells a story of a woman with a brain injury that affected the part of her brain that goes out and checks with the body to detect clues about emotions. Because she could not connect her emotions with her thinking, she just sat on her couch all day -- she could not decide what to do. Similarly, Neuroscientist Antonio Damasio studied people with damage in this part of the brain where emotions are recognized. The people seemed normal, except that they were unable to experience emotions. And they all had something else in common: they were not able to make decisions. Logically, they could explain what they should do, but they found it very difficult to make even the simplest decisions. Scientists have concluded that emotions are vital when it comes to decision-making -- in fact, even with what we believe are logical decisions, the ultimate choice is always based on emotion.

     Yet we are not always aware of this important role of our emotions. So, it is important to remember that when someone tells you why they do something, there is probably more to the story.

      What does this mean in the consumer world? Among many implications, one is a reminder to think about how emotion influences purchase decisions. For instance, packaging, design, and the “cool” factor indeed have a large influence when a decision is otherwise benign. And nostalgia plays a big role in some purchases. It is critical to understand the emotions your consumers are experiencing when they are faced with a decision involving your products or services.

     Another implication is to remember to consider how to use qualitative research to understand consumers at an emotional level. Because people are often unable to detect the emotional part of their decision-making, and sometimes even unwilling to believe that there is an emotional piece, it is not as simple as just asking. We humans like to believe that we are rational and “smart” when making our decisions. Ways to get to the emotional level using qualitative methods include projective techniques, as well as in-depth interviews that explore the human aspects of consumers’ lives. There are types of interviews that help people talk about their motivations without the normal rational defenses. When working with a consultant/qualitative researcher, it is important to find someone who is able to help people articulate these deeper motivations.

    Start to notice all around you when you and others are making decisions, the role of the emotional response in this process.