In the journey of our buying decision-making, we are sometimes attempted to buy first and then find reasons for the purchase afterwards. This is related to the two basic ways of thinking: logical thinking and emotional thinking. Let’s find out more about these two ways of thinking.
Each individual follows a diverse path in solving the problems encountered as a result of their inclinations. The data of the outside world is processed differently by everyone. This is basically due to our psychological, genetic and individual histories being different.
Some of us approach things logically while others approach with emotions. The distinction between these solutions reveals 2 separate thinking styles. According to Sternberg, thinking style is a preference rather than an orientation the person uses the style appropriate to his skills and situation.
Psychologists put forward 2 ways of thinking. One of them is emotional and the other is rational. In rational thinking, there are long thinking processes, a conscious effort in general, analytical processes, verbal thinking, and freedom from emotions.
There is an automatic, holistic process in emotional thinking based on associations and momentary emotions. In this way, we explained 2 different styles called rational and emotional thinking. So which one is acceptable?
The value and importance of rational thinking are so glorified in the modern world and business life that leaves no room for emotions! But in decisions like purchasing, we actually use our emotions, not our logic and the business world is based on selling and buying.
While most people use rational thinking to mean “conscious thinking”, emotional thinking is used to mean “unconscious and intuitive”. Consciousness literally means simply “to be aware” but rational thought can be unconscious or conscious.
An example of the unconscious logic process is when the answer to a math problem suddenly appears in our mind. Here, an implicit process has solved the problem, and it was done unconsciously.
Therefore, unconscious processes are just as important and part of our brain. In short, unconsciousness should not be attributed solely to emotional thinking. Emotional thinking can be conscious or unconscious depending on the situation.
We know the reason for some of our emotions, such as the feeling of hatred we feel when we see someone we have fought with before, but some of our emotions are instinctive and we cannot make sense when we feel them.
Also, some emotions are logical and some are illogical. Therefore, there is no difference between rational and emotional thinking in terms of awareness. Contrary to popular belief, one of these 2 ways are not less useful and the other is not superior.
A mixture of the two is useful in most situations depending on where, how, and against what you use it. Emotions and logic are two interconnected systems that cannot act independently. According to the latest research, we can’t just make rational decisions.
These 2 systems complement each other and benefit different businesses, so it’s best to use a way in which the strengths of both are adapted to the situation.
– Emotional thinking allows us to make decisions with the speed of our instincts when urgent decisions need to be made quickly, that is, when we have no time to process thoughts in the logical process, so we do not waste time but emotional decisions are urgent quick solutions. If there is time, it is best to think logically about these decisions.
– When using these ways it is important to know yourself well and to have insight. If you know which instincts you should follow and disregard, you will know how much logic and emotion you need to add to your mix of thinking.
Like people’s mundane choices, purchasing choices are made unconsciously. The stimuli from the product converge in the brain and this perception automatically turns into a decision to buy it. Contrary to popular belief, we first buy and then decide.
Even though this process is automatic, we create reasons for how logical we decided after purchasing the product (It was beautiful in color, I could never find the same). This is called post rationalization. In short, we somehow make it rational after the unconscious directs it to us automatically. Contrary to common belief, emotional, unconscious process precedes logic in purchasing decision.
It seems that the main thing in marketing is to be able to analyze this automatic, immediate emotional process. These processes were hardware solved before, but Emoty.ai performs the same analysis as facial expression analysis, eye tracking, and other biometrics without hardware.
For more information: https://emoty.ai/
Sternberg, R. (1994). “Allowing for Thinking Styles”. Educational Leadership. Vol. 52. Sternberg, R.J. ve Grigorenko, E.L. (1993). “Thinking Styles and the Gifted”, Roeper Review. Vol. 16