90% of decisions are emotional If you believe that human decision making is largely rational, you are living in ‘cloud cuckoo land.’ If you believe that the majority of human decision making is thoughtful – you are right out of touch with reality. If you think that any human decision – and in particular purchase […]

90% of decisions are emotional If you believe that human decision making is largely rational, you are living in ‘cloud cuckoo land.’ If you believe that the majority of human decision making is thoughtful – you are right out of touch with reality. If you think that any human decision – and in particular purchase decision is entirely rational – you are just plain wrong. Research suggests that 90% of human decision making is largely emotional and almost all decision making is influenced by emotion. In other words – most purchase decisions are made using predominantly ‘fast thinking’ – a system of thought discussed in the last blog in this series. Because fast thinking is fast and based on emotion, it is more often leads to poor judgements and is far more impacted by bias and heuristics. At the same time, it is often easier to appeal to, especially where…