The claim that emotions drive purchasing decisions while rationale legitimizes purchasing decisions is not really newsworthy. This approach to selling has been taught in sales-training seminars for decades. The claim that emotions drive purchasing decisions while rationale legitimizes purchasing decisions is not really newsworthy. This way to deal with offering has been instructed in deals preparing classes for quite a long time. It is helpful, however, to investigate why individuals tend to purchase with their heart and rationalize with their heads. This will aid a superior comprehension of how emotional appeal is utilized to persuade.
Persuasion Techniques – Emotional Appeal
There are two type of persuade
- Rational Persuasion
- Emotional Persuasion
Rational persuasion employs logical arguments and believable evidence. Rational persuasion requires that the target or audience make an active effort in receiving and evaluating the information. The conscious minds must be engaged and the audience must be sufficiently motivated to process the information.
Emotional persuasion relies on the subconscious mind’s “auto-pilot” to handle the chores of receiving, processing and evaluating information to make a decision. However, the subconscious mind is clueless about processing and evaluating information based on conscious thought. Consequently, emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for conscious thought. In other words, when decisions are made at the subconscious level, they are based on emotions and instincts, or “gut feeling.”
Why Emotional Appeals Work
Thinking is a difficult assignment. Experts in neuroscience say that the unimportant demonstration of thinking burns three times a greater number of calories than a less-challenging task like sitting in front of the TV. The experts likewise take note of that the human mind keeps running on sit without moving in a non-thinking state 95 percent of the time. Advertisers plainly don’t bet their financial plans on consumer being sleeping at the worst possible time 95 percent of the time. The stats strongly suggest, however, that people are more susceptible to emotional appeals because their brains are in an idle, subliminal state most of the time.
List of Emotions
Triggers are attached to all positive and negative emotions that can be pulled in emotional appeals intended to persuade. Marketers and salespeople often use cognitive dissonance theory to persuade by creating emotional tension between conflicting positive and negative emotions, and then offering whatever they’re selling as the solution to the dissonance. They also use cognitive consonance theory to align their “pitches” to be internally compatible with people’s attitudes and beliefs. Although the range of human emotions is enormous, Aristotle settled on 14 prime positive and negative emotions 2,500 years ago that are manipulated to this day in appeals to persuade.
Aristotle’s 14 emotions are: