"Consumers react emotionally," another drug advertising executive explained,
"so you want to know how they feel about your message and what emotional triggers will get them to act....  We want to identify the emotions we can tap into to get that customer to take the desired course of action."


You may not like the marketers or their "tactics", but the above is true - people make decisions based on emotions, and justify them with facts.

No long list of the "benefits of breastfeeding" will change the mind of a woman who has a deep-seated negative feeling about breastfeeding.  If her fundamental wish is to breastfeed, then lists of benefits will help her convince her husband or father-in-law, or help her to persevere through thrush.

Janice Reynolds
former sales/marketing professional
founder, Moms For Milk Breastfeeding Network

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