55% of all purchase decisions are unconscious This is the fifth of 20 daily THOUGHTS examining the emotions in marketingA study referred to in an earlier THOUGHT this week suggested that there is an unconscious component in 90% of purchases. Another study found that 55% of all purchase decisions are largely unconscious. Unconscious decisions are […]

55% of all purchase decisions are unconscious This is the fifth of 20 daily THOUGHTS examining the emotions in marketingA study referred to in an earlier THOUGHT this week suggested that there is an unconscious component in 90% of purchases. Another study found that 55% of all purchase decisions are largely unconscious. Unconscious decisions are largely: automatic – requiring no thought at all emotional – a response to feelings (often unconscious) Of course, not all purchase decisions are the same and some decisions involve more thought than others. One frequently referenced model in the literature refers to three types of decision making: Extensive Complex Involving significant input from the neocortex (thinking) Limited Simple Involving the limbic system (emotions) and the neocortex (thinking) Routine Very simple Involving the limbic system (emotions) and the reptilian brain (no thinking) Nobel Prize winner Daniel Kahneman offered a different model: Slow thinking involving the neo-cortex…