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If there is one thing we now know beyond doubt it is that emotional persuasion is rather more effective than rational persuasion, except in some very limited circumstances such as direct response advertising. As the neurologist Donald Calne puts it “the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusion”. If you really want people to have a change of heart rather than simply a change of mind you are far better off generating a deep emotional reaction to the brand.
–An interesting discussion in class tonight about emotional responses and advertising reminded me of this quote that I read today. It seems like common sense, but a lot of brands (and people) seem unable to either grasp the concept, OR think creatively enough to come up with an idea that does elicit a genuine emotional response.
