We, the marketing and advertising experts, have been telling our clients for decades that creating a successful brand is all about creating an emotional connection with your consumer.
Campaign after campaign has proved this, but there are still so many business executives who don’t believe they are swayed by emotional factors when making purchasing decisions, and often doubt that others are either.
Now, thankfully the scientists are backing us up. The latest catchphrase in the pursuit of getting buy in from your target audience is Neuromarketing.
Over the last decade, neuroscience research has shown that affection (emotions, feelings) plays a much more important role in decision making than most people have thought.
Our senses produce over 10 million bits of information per second, which are all processed in the brain’s limbic system. But only around 40 bits per second are passed on to the neo-cortex for conscious processing (thinking, planning, etc). This means that 99.9% of all information from our five senses is only subconsciously processed.
As the brain processes so much of its sensory input subconsciously, signals that don’t generate positive or negative affection are filtered out (seen as unimportant) and never reach our conscious mind. You don’t want your messages falling into the massive black hole of insignificance.
Analysis of data from some 1,400 case studies of successful advertising campaigns submitted for the IPA Effectiveness Awards over the last three decades, compared the profitability boost of campaigns which relied primarily on emotional appeal vs. those which used rational persuasion and information.
Campaigns with purely emotional content performed nearly twice as well (31% vs. 16%) as those with only rational content, and those that were purely emotional did a little better (31% vs 26%) than those with a mixture of emotional and rational content.