At Jung von Matt, we talk about emotional relevance. A lot. We already told you about our creative philosophy ’Emotional is the only rational’, but why is it so important to be emotionally relevant? Because even if the way we live our life changes, our brains still work the same.
Research about how our brain works connected to consumer psychology of communication give us knowledge about how communication can control our attitudes, behaviors, preferences, values, and sales. This knowledge makes us able to create effective communication and understand the underlying mechanisms of how communication can have the biggest impact and affect business growth in the desired direction.
How does the human brain make decisions?
1) In the first place, we try to make decisions on routine. Our unconscious mind doesn’t want to expend energy. It wants to use simplified rules to faster make decisions. Routine decisions can be used even if we don’t have any previous experience of the situation, for example by choosing the option presented first, the one that feels newest or is similar something we’ve previously chosen.
2) If we can’t do that, we base our decisions on emotions. Emotions control not only our attention, but also affect our decision, starts our subconscious emotions and strengthens our memories. And it happens extremely fast. Once you have had an emotional reaction, it is a high probability that you refrain from more rational reasoning.
3) Only if none of the two previous steps works, we turn on rational reasoning. This kind of decision-making consumes a lot of energy and is therefore rarely switched on. Simply, it means to much pain for our brain. It’s only used when we don’t have any sufficient previous information to make a routine or emotional decision, like the first time we evaluate something or when it comes to decisions that we believe involves a high risk.
Want to know more? Then we recommend the Swedish book ”Kontroll – Effektiv kommunikation och kampen om våra tankar” (English edition are coming soon) written by Erik Modig, researcher at the Center for Consumer Marketing at Stockholm School of Economics. Based on his own research on advertising creativity, consumer psychology and studies on how the brain processes information, he describes how different types of communication affect our decision making. Definitely worth reading!