Engaging the Elephant: The Dual Role of Emotion and Reason in Consumer Behaviour

From ancient philosophy to contemporary psychology, scholars have long recognized that human behaviour is shaped by both rational thought and emotional impulses. Plato's allegory of the charioteer describes the self (or soul) as a rational figure struggling to control two horses: one representing passions and the other, emotions. This image resonates with later psychological models, such as Freud's tripartite theory of the mind, in which the ego (the rational, conscious self) balances the id (instinctual desires) and the superego (moralistic and societal expectations).

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In recent decades, behavioural scientists have extended these ideas, notably Jonathan Haidt in The Happiness Hypothesis, who likens the mind to a rider atop an elephant. The rider symbolizes our rational self, seemingly in control, while the elephant represents our emotional side. However, as Haidt explains, when the elephant veers off course due to emotional desires, there is little the rational rider can do to steer it back.

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Chip and Dan Heath, in Switch, build on this metaphor by introducing a third element: the path, or environment. They argue that while the rider may know the right direction, and the elephant has the potential to follow, the ease of movement (i.e., the path) plays a critical role. This is why situational factors, such as accessibility, social norms, and context, significantly influence behaviour.

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In marketing, much of the effort has traditionally focused on persuading the rational "rider"—highlighting the functionality, quality, or taste of products and services. Additionally, marketers aim to improve the "path" by aligning their offerings with current trends, such as sustainability, wellness, or celebrity endorsements. While these strategies may engage the rational mind, they often overlook the emotional elephant. The emotional underpinnings of behavior—the desires, fears, and passions—are frequently the driving force behind consumer decisions.

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Recent research in fields like behavioural economics and neuroscience further validates this dual-system approach to behaviour. Studies by Daniel Kahneman (Thinking, Fast and Slow) and others have demonstrated that human decision-making is governed by two systems: System 1 (fast, emotional, and intuitive) and System 2 (slow, rational, and deliberate). While System 2 may evaluate a product logically, it is often System 1—our emotional, automatic processes—that ultimately drives the decision to buy.

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Therefore, unless marketing can effectively engage both systems—particularly the emotional "elephant"—it is unlikely to succeed. Consumers may understand a product's rational benefits, but if their emotions aren't equally engaged, the rider’s influence remains limited. Successful marketing strategies must appeal to both reason and emotion, fostering a desire for the product that aligns with the consumer’s deeper, often subconscious, motivations.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

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