Why Logic Doesn’t Always Work in Marketing

It’s a cliche in the sales and marketing world — people make buying decisions emotionally, not logically. Tracy Coenen of WalletPop offers evidence from the world of cosmetics. Citing a university study of 300 women in England, Coenen reports that women using a product that isn’t working are likely to keep using it — and women using a product that actually works are likely to stop.

The researchers believe that fear may be the motivating factor behind this behavior. When the products work, women have less anxiety about the problem, so they stop using the stuff. When they think the products aren’t working and they’re concerned about their appearance, they stick with the products out of fear.

The lesson to those who depend on repeat business is to think about not just the problem that you’re in business to solve, but the underlying emotions of the people experiencing the problem — and how they really react when it’s solved.


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One thought on “Why Logic Doesn’t Always Work in Marketing

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