luni, 3 februarie 2014

Map of Emotions: What makes them click?

Let's just say that on a recent vacation you broke your mobile screen. Now you need to buy a new one, but how do you do that? Which web site would you choose? Why did you choose that web site? Which mobile phone will you choose? How will you make that decision? 

People think that they make reasonable and rational decisions, but many of our decisions or reactions are governed by mental processes of which we are not aware. 

You should think about us as very, very smart people, because we have three brains. Actually our brain has three different dimensions when it comes to decision making: 
  • The old brain
  • The mid brain
  • The new brain

The old brain is concerned with our survival; it's deciding what's safe for us and what's not safe. The mid brain is where emotions are processed and the new brain is where language is processing, reading or  playing music. 

The most effective web sites are web sites that talk  to all three brains. People have the feeling that they buy what they like the most, but in reality we look to others to validate what our behavior should be. We like a specific type of mobile phones because this is the trend or because it is similar to other products that our friends and family are using. 

Map of Emotion: How it works?

According to Susan M. Weinschenk, our buying decision is almost never rational.
  • You are in the store, looking for a brand new mobile device, that you've seen on a certain website, but you also decided to come to the showroom. Your old brain is making sure is sizing up the situation and is making sure that you're safe in that environment. Remember the old brain is the primitive side of your brain.

  • If you look at a specific mobile device, the old brain will size up the sales person. If he/she is similar to you, than your mid brain will start to send signals (this is the part of you're brain where the emotions are processed)

  • The final result of old brain and mid brain processing is tht you are most influenced and persuaded by those whom  you deem to be similar to you and attractive to you. 

If you're asking how to be persuasive online, you should analyze the types of persuasion used in Facebook and mobile applications. They are using the basic principle of reciprocity and social validation, that's why most of them are getting viral. 

About Unknown

Digital and social media lover.

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