How emotion affects behaviour
Emotion is almost always more powerful than reason.
Despite all the “logical” explanations that we use to justify our decisions, most are illogical and irrational. More often than not, we think with our guts rather than our brains.
Using emotion triggers
Emotion Triggers are best to tackle Experiential, Promotion and Shopper briefs. Pretty much any rational claim can be replaced or improved with an emotional approach. With the brief at hand, try asking yourself the following questions:
(click on them for details and examples)
A bit more on emotion
Frankly, it’s so intuitive and there’s so much literature around the power of emotion to persuade that it hardly needs explanation. What’s important to note is that there are many emotions beyond happiness and love that can be explored. The basic ones like happiness, surprise, fear, sadness, anger and disgust but also their many nuances.
Great ideas using emotion
The Baby Stroller Test-Ride | FCB NYC for Contours
Yummy Bill | Geometry Bogota for Claro
More recent ideas using emotion
Check Activation Ideas for even more case studies using Emotion.
If you want to learn more about emotion
A couple of interesting articles.
How Many Human Emotions Are There?
Overview of the 6 Major Theories of Emotion
There’s much more than Emotion to influence people’s behaviour. Check out all the other Behavioural Triggers to learn more.
Regional Executive Creative Director, Geometry Global Asia Pacific