Disrupting Their Dislike...
Channeling Mixed Emotions
Getting to Yes...Now
Kevin Hogan
Crucial Keypoints (Continued)
B) Positive and negative emotions are largely processed in the left and right hemisphere respectively. I've discussed this discovery at length and how to use this obviously important information in The Body Language Home Study Course, and how it makes or breaks a lot of decisions...for no logical reason.
C) Consumer surveys have been shown to be largely useless when they ask individuals whether they "like" something or "dislike" a product, service or attribute of something. (Herr and Leeds have now shown the neuropsychological evidence that "liking" and "disliking" are represented in memory very differently from each other.)
D) Consumers who indicate they like x, y, and z about a product and dislike a, b, c about the same product, should NOT have those "scores" averaged because they represent VERY DIFFERENT emotions in the brain and the brain does NOT average the responses to come up with decisions!
E) Positive emotion/motivation toward an object that is greater than the negative emotions/moving away responses... toward "a novel stimulus" (an unusual or fascinating object) will cause the consumer to slowly approach the object usually with very little "thought" involved. They just go in "that direction," if the feelings are not TOO strong either way.
Think of the curious child who is fascinated by a new toy or bug or anything that creates a significant but modest motivational response. The tendency is to go "check it out." (my interpretation of Cacioppo, Gardner, Bernsten 1994, 1999)
"Facing neutral or unfamiliar stimuli would be weakly motivated to approach...and to engage exploratory behavior." (unless the flight/fight response is triggered.) (Cacoppo, et al 1999)
F) Individuals hold more favorable expectations for their own futures than others. (Regan, Snyder, Kassin, 1995....and many other similar)
How are you going to consistently frame THAT picture?
G) ....and attribute lower health risks to themselves than others.
(Hoorens & Buunk 1993)
Same!
H) ....and form slightly positive impressions toward unknown others.
(Boucher and Osgood 1969)
I) UNLESS INTENTIONAL THINKING occurs, a person presented with a persuasive message will be persuaded.
(Gilbert, Tafarodi, Malone 1993)
