Does the introduction of performance predictors to marketing content imply the elimination of an emotion-generating message to consumers by marketers?
The short answer is, no it does not. Performance predictors provide consumers with the evidence they crave, but it does not suggest that marketers should present the evidence in a purely rational context.
As neurologist Donald Calne states:
"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions"*. For this reason alone, it is important to place your performance predictors into an emotional message to elicit action (i.e. a purchase) rather than draw a conclusion, for example, "Oh, so BMW really is the best made car in the world. That's nice to know".
Just because consumers are becoming increasingly sceptical and fact-seeking, doesn't mean that bland marketing messages containing only proof of performance will get results. Creative messages aimed at generating an emotional response including performance predictors is likely to achieve maximum impact today.
* Cited in Lovemarks: The Future Beyond Brands (K. Roberts), Millers Point: Murdoch Books, pp42.
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