The feelings economy - Deepstash

The feelings economy

People make decisions for emotional reasons, and justify them with rational ones.

So if you want to influence a group of people, take time to identify the emotion that matters most to them, and then create an image that will evoke that emotion. 

Add just enough logic to help them rationalize what they already feel, and you will make it easy for your audience to decide in your favor.

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Michelle Obama and the appeal to emotions

Michelle Obama displays the art of evoking the generative emotions of hope and optimism in her audience.

Her approach is simple, yet grounded in brain science: start with an image that evokes an emotion, and then back it up with the logical implication. Your audiences' decisions become a natural by-product.

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Emotionally based decisions

Have you ever brought a well-constructed argument, convinced that your logic will sway the other party? Except that the other party refused to budge. 

According to the latest finding in neuroscience, what we believe are logical decisions are based on emotion.

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Default options

Deciding is too much effort so we’re likely to just stick with the default or safer option if it’s already been chosen for us. 

When we get offered too many choices, the same thing happens—we shut down, unable to decide. Often, we end up simply choosing anything, just to get the process over and done with.

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  • Create contexts that enable smart decisions: recognize what you’re actually doing when you’re reasoning about things and use this knowledge to try to avoid making common mistakes
  • Absorb lots and lots of knowledge about the world and integrate it through practice making decisions:  more you know about things, the better you can reason about them.
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