The Law of Irrationality: Emotions Drive Decisions
Vishwas Gupta
Founder Creator First Media | I help businesses to market to the minds | Branding and Marketing | Social Media Management | Content Creation | Storytelling | Communication to the Masses | Psychology Enthusiast
We believe we make logical decisions, but science proves emotions control us. Neuroscientist Antonio Damasio found that people with damaged emotional centers struggle to make even basic choices. This is why Apple sells creativity, not processors. Luxury brands sell status, not handbags. Charities don’t share numbers, they show tear-jerking images to trigger donations.
Marketers use behavioral psychology to bypass logic. Loss aversion makes us fear missing out, so we book flights when we see “Only 2 seats left.” Social proof makes us trust what others do, like long restaurant queues. Scarcity convinces us something is valuable, which is why limited-edition sneakers sell out instantly.
Think about wedding jewelry ads. They don’t talk about metal quality. They show love, warmth, and happy couples. Logic says it’s just a ring. Emotion whispers, “If I don’t buy this, do I really love my partner?” Sale made. If you sell anything, stop focusing on features. People don’t buy things, they buy feelings. Master emotions, and you master the market.