Emotion Over Reason
Here is something for you: Last week, I walked into a store intending to buy toothpaste. Without giving it much thought, I asked for Colgate. As the shopkeeper handed me the product, it struck me: I didn’t specifically want “Colgate.” In fact, any brand—Dabur, Pepsodent, or any other—would have sufficed. But out of habit, I unconsciously asked for Colgate. Somehow for me toothpaste has become synonymous with Colgate. At that moment I realised how a single product can represent its category.
And Have you ever noticed how we often use the word “Maggi” interchangeably with “noodles”? Even when we’re not specifically craving the brand, we instinctively ask for it at the store. It’s a go-to choice, despite the vast number of options available. And when you’re unsure of what to pick, somehow, you end up with Maggi in your cart.
This isn’t solely due to its product. —it’s the emotional connection we have with it. From the iconic “Mummy, bhookh lagi hai!” (Mom, I’m hungry!) to the catchy “Maggi Maggi Maggi!” jingle, Maggi has woven itself into the fabric of our everyday lives.
Here is something more interesting and a little bit surprising: there is a study by Harvard Business School professor Gerald Zaltman, which shows up to 95% of our purchasing decisions are driven by emotions rather than logic.
And to back that up, a study by the IPA (Institute of Practitioners in Advertising) revealed that emotionally driven ads outperform rational ones in driving sales. They found that emotional campaigns were 31% more effective in the long term, highlighting the power emotions hold over our buying decisions.
And again, research using fMRI scans revealed that emotional triggers light up decision-making areas in the brain. Neuroscientist Antonio Damasio demonstrated that emotions are essential for making purchase decisions, far outweighing logic.
And the simple reason for these successful studies is this: our brains are wired to respond emotionally, with the limbic system and amygdala playing a key role in how we make decisions, including what we buy.
Emotions often drive our initial interest in products, while we use logic to justify our choices later. By recognizing and tapping into emotional triggers such as fear, joy, excitement, and desire, businesses can better connect with consumers and boost their chances of making a sale.
And here is how companies use it to their advantage.
1. Nike – “Just Do It”
Nike’s slogan, “Just Do It,” is one of the most famous examples of emotional marketing. This campaign doesn’t focus on the product (shoes, apparel, or gear) but rather on a feeling—the feeling of empowerment. Nike taps into a universal desire to overcome challenges and push past boundaries. It connects with consumers by associating its brand with strength, determination, and self-belief.
And to back this up, I have surprising statistics for you: their emotional branding has contributed significantly to its brand value, which is estimated at $33 billion as of 2023, making it the most valuable sports brand globally. The “Just Do It” campaign, launched in 1988, helped Nike increase its share of the North American sports shoe market from 18% to 43% within a decade, proving how powerful emotional resonance can be.
2. Rolex – “A Crown for Every Achievement”
Rolex’s slogan, “A Crown for Every Achievement,” taps into the emotions of success, status, and celebration. Rolex goes beyond wealth—it embodies exclusivity. The brand masterfully creates scarcity by tightly controlling supply, ensuring that their timepieces remain highly coveted and rare. This strategy of limited availability triggers a sense of achievement and privilege in those who own a Rolex. It’s not just a watch; it’s a symbol of personal accomplishment and prestige. By associating the brand with success, Rolex crafts an emotional connection that drives consumers to view it as a marker of exceptional status and exclusivity.
And with this, Rolex dominates the luxury watch industry, holding nearly 25% market share. The emotional attachment to status and success has enabled Rolex to maintain its position as the 1 most reputable luxury brand in the world. And not just that, Rolex enjoys high customer loyalty, with many buyers purchasing additional models after their first.
3. LIC (Life Insurance Corporation of India) – “Zindagi ke saath bhi, zindagi ke baad bhi.”
It has effectively leveraged emotions of security and fear through its powerful tagline, “Zindagi ke saath bhi, zindagi ke baad bhi.” This phrase resonates with the deep-seated sense of responsibility and care that individuals feel toward their loved ones. By highlighting the need to ensure financial protection even after one’s passing, LIC taps into the emotional desire to provide for family members in both life and death.
This emotional appeal not only fosters a sense of security but also subtly invokes fear, encouraging customers to secure their family’s future through LIC policies. This strategy has contributed to LIC’s dominant 66% market share in India’s life insurance sector. Studies reveal that nearly 90% of Indians recognize LIC as a trustworthy brand, a reputation largely built on emotionally charged campaigns that connect with millions of Indian consumers on a personal level.
Whether it’s the sense of empowerment, success, or security, emotions play a pivotal role in shaping buying behavior. If you want to truly crack the market, don’t just focus on creating the best product—focus on understanding user behavior. The key to success lies in recognizing the emotional drivers behind consumer decisions, as that’s where the answers to most questions are found.