5 thoughts on “Powerful yet often overlooked: emotional response

  1. A really good post. I feel like attending a lecture without even paying (though i don’t really understand all those emotion schemes).
    I always admire ads that play with emotions, e.g: the ads for Petronas Malaysia (by the late Yasmin Ahmad).

    1. Thank you, Alvin. Yes, I deliberately didn’t try to explain those theories of emotions. And I agree with you: Yasmin Ahmad knew how to touch your emotional button, although I sometimes wish she could show more range. But I truly respect her work.

  2. Amazing insight! I really like your perspective on emphasizing the importance of emotional response.
    I believe ideas, believes, and behaviour that are based on emotion are far more powerful than if it was based on logic.

    This is grounded by our biology design, where our limbic brain that controls emotion, and feelings is the bedrock to our action-response process rather than the neo-cortex (the new part of the brain that controls logics). Just like what Donald Calne (a neurologist) said, “Reason leads to conclusions, while emotion leads to action”.

    And you have raise a very interesting question, which is how to go about determining the desired emotional response in communication. This is not a simple question but i would like to try to give my two cents.
    I would say there are many aspects to consider before deciding the desired emotional response.
    Firstly of course we have to define the cognitive desired response. After we figure that out, the next important thing is we have to understand the profile and the psychology of our audience to answer the question of… what would be the most impactful and effective emotional response “package” that can leverage the message acceptance to the heart of our audience. Because once the message goes to the heart, the brain will rationalise it and most probably it will lead to a change of attitude if not behaviour.

    The best example is the “Dumb Ways To Die” campaign from McCann Melbourne. I think the objective is “to make young people paid attention to safety message and prevent accidents on metro train”. Rather than go with the desired emotional response of terror and fear (which usually used for this safety message), they went with this joyful / love approach which create an effect similar to an advice from a loving mother rather than a strict scary father because they understand that this will be more impactful to their young audience.

    Apology for this long post, but this is because I was very interested to your perspective.
    I love your blog… I hope we can chat more or maybe work together in the future.
    Really looking forward to that..

    Cheers

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