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Jan 26 Posted 1 year ago
I agree with you that both emotions and logic are used in purchase decisions. Everyone uses a fair amount of both, though many use one more than the other. Even in an imaginary scenario where some customers base their decisions soley on emotions, while others on pure logic, it still wouldn't be wise to focus on only one.
Another point that stood out for me is the point on feeling manipulated. That's one of the worse things that could happen, and is pretty much irreversible if a customer ever gets that impression. Many of the better brands out there strive on setting a casual and personal tone in their marketing collateral, and come across as being genuine in their intentions to help customers.
Thanks for writing this!