Ideas from books, articles & podcasts.
New studies examined the relationship between how people make decisions - if they make it rationally or emotionally - and how determined they are to defend that choice.
They found that when people make a choice based on feelings, they are more protective of that choice.
For marketers: Drawing out a decision based on feelings could encourage a stronger allegiance among consumers. This could be achieved through subtle tactics like visuals instead of words, or colors instead of gray-scale.
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