opportunity 51 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. We human beings, including […]

opportunity 51 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. We human beings, including your consumers, are highly emotional beings. Most of our purchases are primarily driven by emotions – a response in the limbic system or reptilian brain. Research has consistently demonstrated that, more often than not, while facts and figures are considered, it is emotion that drives the purchase. Consider: Very few people who buy a Ferrari do so because of the vehicle’s engineering or even its capacity to go fast. Few purchasers understand the engineering and even fewer can drive the vehicle as fast as it is built to drive. Most often, Ferraris are purchased as…