Modern research shows that people aren’t nearly as rational as we like to think. Most of our decisions are actually driven by emotions and not logic. That is why emotional advertising is so popular and effective in most industries.
The old idea that consumers make choices based on rational thinking has been debunked by both economists and neuroscientists. People are, however, great at justifying decisions after they are made. But in the moment, it is emotions that guide us.
Studies from Harvard University, including the work of Professor Gerald Zaltman, suggest that about 95 percent of our buying decisions happen at a subconscious level.
When it comes to building strong brands, understanding the power of emotional messaging is very important. This does not mean logical or fact-based arguments are meaningless, but research shows that emotional messaging is stronger than rational messaging. For more on this, you can look into the work of Nobel Prize winners Eric Kandel and Daniel Kahneman.
Research also shows that campaigns tapping into emotions and the subconscious, instead of rational thinking, deliver twice the ROI (return on investment). Leaning into emotional storytelling is not just smart branding; it is good business.
Emotional reasons might seem simple sometimes, but they are incredibly effective. They are the reasons why someone might buy a certain brand of sunglasses to feel cool, or choose a car because it makes them feel powerful or high-status. Later, they will justify the decision by saying they chose the car for its safety and reliability.