THE POWER OF EMOTION
Antonio Damasio utilized brain mapping to show 80% of our decisions are driven by emotion. We feel before we think, and we act on those feelings constantly. A gut feeling. Mother's intuition. A sixth sense. Even just a hunch. It's all emotion. The more you engage customers emotionally, the more successful your brand or product will be.
"We are not thinking machines that feel. We are feeling machines that think."
Antonio Damasio
8 UNIVERSAL EMOTIONS OF ROBERT PLUTCHIK
Robert Plutchik, a globally known psychologist, believed all people have eight core emotions (all mammals, too). His eight universal emotions are shown below in the first circle beyond the center circle, with "joy" on top. Joy. Trust. Fear. Surprise. Sadness. Disgust. Anger. Anticipation. Note that each core emotion has a polar opposite (i.e. joy is the opposite of sadness). The center circle represents the most intense variation of the eight universal emotions; the outer circles show less intense expressions.
PLUTCHIK'S EMOTIONS AND CREATIVE STRATEGY
According to Robert Plutchik, the eight universal emotions are the ones we see most often in life. So to connect with customers, you simply select the optimal emotion, figure out the words, visuals and sounds that best effect it, create branding and advertising that brings it alive, and deliver it to the most receptive people. Piece o' cake, right?
Actually, it's not. And that's the point. Executive-level creative strategy uses emotion as the primary motivator. But you need to incorporate solid data, client insights, customer beliefs, intuition, experience, intelligence and creativity. It's all essential. And it all leads to generating emotion that connects your company with your target audience. That's the surest way to foster response and loyalty.
How do feel right now? You'll feel better if you call Mike Mathis: 561.531.9061.