I think I think I can

“Interview: Jonah Lehrer – Indecisions, Indecisions, Indecisions” by Joshua Weinberger and Jessica Tsai (CRM Magazine, February 2010). Lehrer’s latest book, “How We Decide” explores the more scientific side of decision making (read: making purchases). It seems that we are probably a bit more complex than most sales and marketing formulas give use credit for. That said, there are a couple bits here that good/better marketers should be aware of. It read quick so do give it a go.

And now for the customary pull quote to whet your appetite:

CRM: So—the less the rational distinction between products, the more emotional the marketing has to become?

Lehrer: Yeah, that’s exactly right. The less qualitative difference there is between the actual products, between you and your competition, the more important it becomes to turn the brand into this emotionally resonant thing. It’s all about what neuroscience calls predictive utility—how much pleasure we expect it to give us versus what it actually gives us turns out to be profoundly important.

Sounds tasty, right? Ok then, now dig in.

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