Marketers have known people often make decisions based more on emotion than on rational
processing of information. Oddly, for decades economists ignored this
apparent truth, assuming that business managers strove for maximum
profits, buyers and sellers slid smoothly along supply and demand
curves until they intersected, and so on.
What does this research in neuroeconomics tell marketers and would-be neuromarketing practitioners?
First, it’s a good reminder of what marketers already know — emotions
play a big role in decisions, and the way you frame a question can
shape the answer you get. Second, it highlights both the differences in
response between individuals as well as their similarities. Most
marketing campaigns try to frame relevant issues in a way that makes
their product or service attractive; this research suggests that
marketers would do well to look for those emotional hot buttons — risk
of loss, pain, etc. — and consider them as they lay out the issues.