How Logic and Feeling Play Key Roles in Marketing & Decision Making

Douglas Van Praet argues that while decision making is governed by our emotions, brands should still provide people with a logical lifeline (but they should steer clear of research that lets the post-rationalizing tail wag the emotional dog).

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Every day and all day, whether you’re aware or not, you consume service brands. When you search the internet, make a call, watch TV, go to the theatre, take a bus, see your doctor, use software, take the train, or stay in a hotel, you are consuming a service brand. In fact, it’s more than likely you actually work for a service brand company.

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