Emotion Inspires Behavior

Learn more about PlayNetwork's offering, including the strategy behind how we curate for brands, the impact of music on branding, as well as our content delivery platform, CURIO.

Issue link:

Contents of this Issue


Page 6 of 7 7 Brands that understand where emotion comes from and how it impacts human behavior have a significant competitive advantage. Yarrow is pointing out that even when our emotions aren't always the primary influence in what we're buying, they are what persuade us to buy in the first place. Which means we're not the cold, black-or-white, rational decision makers that traditional financial metrics make us out to be. (There's more on this in our article, "Emotion Inspires Profitability"). 1. Plutchik, Robert, and Henry Kellerman. Emotion. Theory, Research, and Experience: The Measurement of Emotions. Orlando, FL: Academic Press, 1989. 2. Speech, CXNYC 2015, New York, NY. 3. Yarrow, Kit. Decoding the New Consumer Mind: How and Why We Shop and Buy. San Francisco, CA: Jossey-Bass, 2014. 4. Damasio, Antonio. Descartes' Error: Emotion, Reason, and the Human Brain. London, UK: Penguin Books. 2005. Reprint edition. It's impossible to escape that we're wired to make decisions based on the way we feel. Generations ago, our brains formed habits and preferences because they gave our ancestors economic and life-saving advantages. Today, our preferences are doing the same thing. Need more insight into the way emotion plays into our decision-making? In his 1994 book Descartes' Error, neuroscientist Antonio Damasio describes his studies of patients with brain damage and their extreme difficulty with decision-making. His first and most famous patient, Elliott, had a brain tumor that damaged the tissue in his frontal lobe. Elliott subsequently lost his ability to effectively reach decisions, especially when related to personal or social topics. He was able to describe how he should approach a given task and the options for completing it in rational terms. Yet he found it nearly impossible to make a choice. These observations were seen in more than 50 patients examined since then and demonstrate the biological connection between emotion and reason. Without being able to draw on memories and associated emotions from past experiences, people are severely hampered when it comes to decision-making. In other articles, we'll explore how music in particular drives emotions, which in turn drive purchases. optimism love submission awe disapproval remorse contempt aggressiveness annoyance anger rage loathing disgust boredom terror fear apprehension admiration trust acceptance ecstacy joy serenity interest anticipation vigilance amazement surprise distraction grief sadness pensiveness

Articles in this issue

Links on this page

view archives of Guides - Emotion Inspires Behavior