| I need 2 questions answered. I have provided the whole thing to give you back ground. Question 1:Do you think that people are overly emotional these days? Do we all operate solely on emotion? Behavioral economists argue that individuals are not nearly as rational as many models of economics assume. In fact, they believe that individuals are quite influenced by emotions and values (which is not necessarily a bad thing). When making decisions in organizations, how does one weigh the need for objective data (which can be time-consuming to collect) versus the efficient, yet potentially erroneous, use of one’s judgment? In other words, how do we decide when to delay an important decision in order to collect needed data (i.e., statistics) as opposed to just using our instincts? “A revolution in the science of emotion has emerged in the last few decades, with the potential to create a paradigm shift in thinking about decision theories. The research reveals that emotions constitute powerful, pervasive, and predictable drivers of decision making”, writes, Lerner, Li, Valdesolo and Kassam, in their article for the Annual Review of Psychology. (Lerner, J.S., Li, Y., Valdesolo, P., Kassam, K., 2014, p. 2) But, hey! Wait a minute! Did anyone notice how that TV commercials, radio spots, signs on the sides of buses, and even billboards, urge us to purchase that certain product, or use that particular brand, because of the way it “makes us feel?” We are driven, daily, by emotional appeal, either in the purchase of a car, or which bank to use. It is all about convenience and saving you time and money. The clothes we shop for are advertised by the way they make us look and feel. Even the car we drive is touted to make us have a feeling of elegance and importance. Emotions? Absolutely! It is what drives America. Sigal Barsade & Olivia A. O’Neill write in their article for Harvard Business Review: “In our research over the past decade, we have found that emotional culture influences employee satisfaction, burnout, teamwork, and even hard measures such as financial performance and absenteeism. Countless empirical studies show the significant impact of emotions on how people perform on tasks, how engaged and creative they are, how committed they are to their organizations, and how they make decisions.” (Barsade, S. & O’Neill, O.A., 2016, Manage Your Emotional Culture, Harvard Business Review) The article told of an organization that attempted to manage its employees’ emotions by gauging what makes work exciting and what motivates them. The organization is realizing, as Barsade & O’Neill write, that cognitive culture sets the tone for how employees think and act at work. (Barsade & O’Neill, 2016) I appears that if we get a grasp on what makes employees tick, then perhaps we can influence them to “think” in such ways as to make decisions based on positive information and make decision based on solid data. Do you think that people are overly emotional these days? Do we all operate solely on emotion? References Emotion and Decision Making, Lerner, J.S., Li, Y., Valsesolo, P., Kassam, K., 2014, Manuscript submitted for publication in the Annual Review of Psychology, https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf (Links to an external site.) Manage Your Emotional Culture, Barsade, S. & O’Neill, O.A., 2016, Harvard Business Review, https://hbr.org/2016/01/manage-your-emotional-culture Question 2: What are some other examples of companies that have used digital marketing aesthetics to appeal to emotion? great question. I think it’s important for us to assess why we think people might be overly emotional. Personally, I think the way in which we access information and share information about ourselves impacts this perspective. I can’t say whether or not we are more emotional than past decades, but I do think our emotions are on display more than they were in years past. Thus, potentially altering our perspective of how emotional we are compared to past. Furthermore, I think the amount of data we have access to, in general, is overwhelming. That said, I think we have an opportunity to educate more on the data itself and how we interpret it. The article I referenced focused on the aesthetics of data/analytics and compared Craigslist to Air BnB. If we look at these two companies, we find similarities in their product. They both were in the market of soliciting property. However, Air BnB has experienced a lot more success. Why? According to the research in this article, it has a lot to do with the aesthetics of the way in which Air BnB marketed their product and data. The aesthetics were pleasing to the customer and appealed to their emotion. What are some other examples of companies that have used digital marketing aesthetics to appeal to emotion? REFERENCES: https://hbr.org/ideacast/2019/11/to-truly-delight-customers-you-need-aesthetic-intelligence |
