THE SCIENCE OF PERSUASION

What Emotion are you Marketing to?

Should I be keeping emotions in mind with my marketing strategy? There is a large body of scientific evidence which supports a focus on emotion in marketing and communication strategies (Kranzbühler et al, 2020). Emotion guides our decision making and plays an integral role in our purchase behaviours. If you don’t think emotion is important and you don’t have a strategy that can help you understand and better utilize strategies which take the emotional life of your customer i

What is 'Normal' Anyway?

“The new normal” is the latest catch phrase adorning media headlines in the wake of the global pandemic, but what exactly is normal – and who gets to decide what is normal and what is not? Individuals as well as consumers seldom make their decisions in complete isolation and are often influenced by their social environment. Individuals tend to take the expectations and behaviour of others into consideration when deciding what is appropriate and what is not, hence social norms

Greed and Fear: A myth of B2B sales

So often we are told that in order to make a sale, angle your narrative and story in at least some way so as to be receptive to either Greed or Fear, that these two states are what drives your client in making a decision. This intuitive folk psychology has little actual evidence to back it up and it also has very poor theoretical underpinnings. When asked why to sell to these states; the simple answer is that we are motivated by either greed or fear. However, this is not the

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