Here’s a question for CMOs. Are emotions part of marketing?
Well, what kind of question is that? The answer has been obvious for decades, made explicit by the work of academics like Daniel Kahneman, with his ‘System 1, System 2’ theory, showing how the automated, primitive part of the brain makes the real decisions. And bolstered, come to that, by the tenets of the evidence-based school, which deem that low attention processing characterises purchase decisions, and that consumers give scant rational consideration to picking up this brand or that.