When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts.
Our rational mind is always looking for evidence to support our dominant beliefs…
the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence.
This confirmatory bias is why we often overlook the flaws of the ones we love, even if that loved one is a brand.
We focus our attention on the positive qualities of the brand while ignoring the deficiencies.
Advertising works by a process of Unconscious Behaviorism.
We are being conditioned by the media on a deep unconscious level and it is this implicit associative emotional conditioning that drives our brand preferences.
We make decisions by emotional association more so than rational analysis.
The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.
This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’
Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.
We are convinced by advertising based on consistency and coherence, not the quality and quantity of information.
The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again.
Less is in fact more.