Do People Buy Based on Emotion or Logic?

A new study from the University of Texas, reported in NewScientist (9/17/05, p. 13), indicates that emotion may actually play a role in helping people remember factual information.

In the study, 57 volunteers were shown a disturbing film about a surgical procedure, then asked questions about their emotional state and their memory of events in the film.

Researchers found that subjects who made the most effort to keep their emotions in check had the worst recall for what they had seen.

By logical extension, sales copy that stimulates an emotional response should also translate into better recall of product facts and sales arguments.

In that way, emotion helps logic sell.

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