opportunity 122 of 150 Arguments about whether consumers make purchases emotionally or cognitively have been articulated for years. We have all seen and heard numerous commercials or advertisements that present the facts about a product in a manner that suggests consumers will make a purchase decision cognitively. Open up any website for a builder and […]

opportunity 122 of 150 Arguments about whether consumers make purchases emotionally or cognitively have been articulated for years. We have all seen and heard numerous commercials or advertisements that present the facts about a product in a manner that suggests consumers will make a purchase decision cognitively. Open up any website for a builder and you will see a list of advantages the builder purports to offer. If these ‘facts’ are to influence consumers, it will be because they have been processed in the neo-cortex – via ‘slow’, considered, and deliberate thinking. Most commercials I see on country television and, indeed most low cost station or vendor produced advertising, present facts. This is done in the conscious or unconscious hope that the purchase decision is cognitive – that it takes place in the neo-cortex. Contemporary thinking in marketing and, in particular, the advertising industry is that most purchases are essentially…