The consumer mind has a logical and emotional part to it, and if you don’t speak to both, you will lose them, especially when they’re hungry, tired, angry, or lonely.
We’re living in an age of anxiety. People have less leisure time. When they’re not hungry, tired, angry, or lonely, the emotional side will win the debate with the logical part of the brain 80% of the time. When they’re hungry, tired, angry, or lonely, emotion wins 100% of time. We are often hungry, tired, angry, or lonely, so it’s exceedingly dangerous if you’re a business to ignore the emotional part of the brain.
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