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  1. Kathryn
    Nov 02 - 11:40 am

    Very interesting post. There are sometimes key phrases that trigger emotion with people. For me, when someone mentions “fairness” or “paying fair share” with respect to taxes I nearly go ballistic!

    A couple of weeks ago, at my young son’s football game, a member of the opposing team began to hit and punch all the kids on my son’s team. The offending player was the son of the coach, so we can imagine that his father was both astonished and embarrassed by this behavior.

    However, in some ways, I feel very bad for the child–he probably was reacting to an emotion that he (at 8 years old) was not ready to deal with and now is suffering pretty severe consequences–reputation, suspension, etc. and most likely feels very remorseful.

    I guess the key is to understand our own “triggers” and try to identify those triggers that bring out the best (or the worst!) in others.

  2. Neil Saunders
    Twitter: neilrobert21
    Nov 02 - 4:32 pm

    Fascinating post, thank you.
    I agree that there is an important distinction to be made between emotions and feelings.

    E-motions involve short-term physiological/psychological changes and get people to react (e.g. to a TV spot). Feelings are deeper, develop over time and seed underlying beliefs about brands, based on experiences and memories. These can be explored in research, as can emotional responses.

    This view is supported by the work of Jeff Hawkins, Daniel Kahneman among many others.

    In many categories, brand choice is based mostly on feelings rather than rational/logical thinking. As you know, it has been long recognized that the the decision paradigm is: sense – feel – think – do (rather than the other way round).
    Thanks again. Great blog.

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