Comments on: The Good Reason vs. the Real Reason

By: Ron Shevlin

Ron Shevlin — Thu, 08 Sep 2011 18:46:39 +0000

Good stuff. One thing I would quibble with. You wrote: “….internal struggle between our emotions and logic…”

Emotion and logic are not polar opposites.

Example: If I show you a video of baby seals being clubbed, and you, in response, are horrified and sad, then you’ve demonstrated a LOGICAL or RATIONAL, yet EMOTIONAL response.

If you laugh at it, that’s an IRRATIONAL EMOTIONAL response.

Marketers have to stop thinking there’s a dichotomy between emotion and logic.

By: 20 Things Financial Institutions Should Do (But Don’t) | The Financial Brand: Marketing Insights for Banks & Credit Unions

Mon, 28 Mar 2011 18:12:29 +0000

[...] Financial institutions act as if they are immune to the principles of consumer psychology. People make all decisions (not just purchase decisions) for two reasons: the real reason and the “good reason” (emotional motives vs. logical justifications). [...]

By: The Financial Brand » Mega merger creates synergies…and concerns

The Financial Brand » Mega merger creates synergies…and concerns — Mon, 15 Mar 2010 08:04:23 +0000

[...] innate survival reflex — their emotions, not their intellect. As The Financial Brand wrote in “The Good Reason vs. The Real Reason,” logical arguments aren’t always effective and “running the math” doesn’t always work. This [...]

By: Tina Pilcher

Tina Pilcher — Mon, 08 Feb 2010 16:26:21 +0000

The medical community has proven that we can not make “logical” decisions without emotional input. When injuries damage the area of the brain responsible for our emotions, people lose the ability to make logical decisions. It takes these people a long time to try to make the simplest of choices like — to wear their slippers or not.

By: The Financial Brand » Blog Archive » What’s the return on branding?

Tue, 07 Jul 2009 11:22:46 +0000

[...] If you really want to understand the ROI on branding, all you need to do is take a look at the difference in profits between branded- and more generic products. If price was the driver of people’s purchases, Nike couldn’t sell a pair of sneakers for $500; everyone would buy $25 Keds instead. We would all be driving a Kia or Hyundai instead of a BMW or Lexus. But price isn’t the key. Almost every buying decision is driven by people’s emotions. [...]

By: MaximumCMO » Blog Archive » Good enough to share: Final Olympics edition: branding, creative branding, strategic branding, interactive marketing

Sun, 24 Aug 2008 21:10:37 +0000

[...] the wrong direction. His discussion about the emotional vs. rational decision making is echoed in this post by Jeffry [...]

By: Tim McAlpine

Tim McAlpine — Thu, 21 Aug 2008 15:39:02 +0000

Excellent post. This is so true: lists of features and benefits are what marketing people lean on. “We are paying for all that white space, let’s fill it up!”