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The Consumer’s Purchasing Decision…Logic or Emotion? And the Winner Is?

January 20, 2012

beyond insuranceMany insurance and risk management professionals wonder if the consumer’s purchasing decision is based on logic or emotion.

In today’s blog post we’ll examine the medical case of Clyde, and in our next post we’ll provide 10 strategies to help you affect the buying decisions of your customers.

How Clyde’s Decision Making Process Changed with Surgery:

Clyde was a brilliant business executive who was respected by all who had dealings with him.  While people responded to his warm and caring nature, it was his decision making ability that truly set him apart.  Clyde was precise, systematic and rational.  He took great pride in using logic to sort through complex issues to reach conclusions – especially when it came to purchasing decisions.

Clyde had an endearing expression, “Just give me the facts.  There is no room for emotion in business decisions”.

Last spring, Clyde was diagnosed with cancer in the right side of his brain. beyond insurance

The doctors advised Clyde and his family that the right side controlled his creative abilities, his center for intuitive thinking.  The left side, on the other hand, was his center for reading, writing, speech, language and memory – the analytical part of the brain.  By all accounts, the surgery on Clyde was a success.

Upon his return to the office, he was greeted with a hero’s welcome.  The decisive leader was back – or so people thought. Clyde’s executive assistant and management team soon noticed that he was spending countless hours deciding who to call, what project to tackle, where to eat lunch and even which pen to sign his name.  It was evident that Clyde had lost his ability to make decisions.  Even the simplest decision seemed impossible for Clyde. 

This sad story gives evidence that people make decisions emotionally and support them with logic. Because of the surgery on the right side of his brain, which controls the more emotional part of the decision making process, Clyde was thrown into “analysis paralysis” and unable to make decisions he had previously made with ease.

One’s decision making process is dependent upon emotions.  In fact, emotions drive 80% of decision making, logic only 20%.

For you, the question then becomes: “How do I elicit emotion in the buying process?” We’ll reveal 10 strategies next week that you can start using right away!

Scott Addis

For more ideas on how to break the commodity trap connect with Beyond Insurance on:

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The author, Scott Addis is the President and CEO of The Addis Group and Addis Intellectual Capital, LLC (AIC). AIC is a coaching and consulting company whose purpose is to transform the process that insurance agents, brokers and carriers use when working with clients. Scott is recognized as an industry leader having been awarded the Inc. Magazine’s “Entrepreneur of the Year” Award as well as “25 Most Innovative Agents in America”. Scott can be reached at or 610-945-1019.

2 Comments leave one →
  1. Rick D. permalink
    January 22, 2012 11:56 am

    I totally agree with and understand that emotions drive buying decisions. During these past few years, when most business owners seem to be pychologically in survival mode, what areas have you found most success in trying to create “pain/motivation” to change. Offering risk assessments has been a tougher sell these days.


  1. Ten Strategies to Elicit Emotion in the Purchasing Process « Beyond Insurance

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