90% of decision-making is unconscious This is the second of 20 daily THOUGHTS examining emotions in marketing.Neurological research has found that approximately 90% of purchase decisions are made without active or conscious thought. They are made: automatically with the reptilian brain emotionally with the limbic system These findings suggest that only 10% of decision-making involves […]

90% of decision-making is unconscious This is the second of 20 daily THOUGHTS examining emotions in marketing.Neurological research has found that approximately 90% of purchase decisions are made without active or conscious thought. They are made: automatically with the reptilian brain emotionally with the limbic system These findings suggest that only 10% of decision-making involves the neocortex, the part of the brain that sets humans apart from other animals. Humans are not rational beings and consumers are not rational, no matter how much we would like to think they are. What is more, there are good reasons for this. After all, human beings are animals. It is also interesting to note that: the unconscious mind processes data at the rate of 11 million bits per second the conscious mind processes data at the rate of 100 bits per second So, what drives the emotions that consumers experience when making a…