Making sense of the irrational

Abstract

How a mix of emotions, rather than cold logic and calculation of benefits, can sway brand preference Why are you continuing to buy the same brand of detergent for the last 20 years much after your children have outgrown their white uniforms? • How did you get into the habit of eating Marie biscuits with tea? • Do you ‘anticipate’ drinking a chilled bottle of Coke on a warm day? Consumers want automatic (auto transmission) cars, automatic washing machines, automatic Bluetooth systems. It may be amazing to know that many of our behaviours are an outcome of automaticity - the degree to which our neurosystems react to triggers without our conscious knowledge or control. Evolutionary neuro-biology and cerebral processes are receiving as much importance as digital technologies, and marketers are attempting to find out how brands can become a part of such unconscious actions of consumers. This article makes use of several research studies that have been published by reputed researchers. Read more at: https://www.thehindubusinessline.com/catalyst/making-sense-of-the-irrational/article6963396.ece