I have chosen a blog of a fellow student Jonathan Mampuya to comment on.
Check following link to his blog: ‘Marketing is emotions‘
I chose this blog because business in general is created and analyzed rationally. It is interesting to read how emotions can’t be ignored for business trade off.
In the blog, Jonathan speaks of general marketing, but gives his view only about consumers. To differentiate between B2C and B2B is very important for this subject:
Yes, for consumers, marketing is mainly emotions.
But no, between businesses, purchase against marketing is mostly rationally driven.
And even thought you can distinguish an emotional or a rational buy, both are practiced at the same time. It is better to say which one of the two is decisive in the final decision.
The examples given in Jonathan’s blog can’t be defined as only emotional or rational driven. E.g. “Make sure you have a great buying experience and the customers keep coming back.“: A customer can emotionally feel as a king, or can rationally decide that there are extraordinary buying conditions.
Anyway, don’t underestimate the power of emotional buying. Jonathan’s blog gives good statements in feelings, trust and faith in brands, products or companies. Although probably no consumer will be admitting buying emotionally, most people do.
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