Marketers really underestimate the 'mental work' consumers have to complete in making decisions. There's real power in reducing this mental friction to enable effortless decision making.
The academic discipline is called Cognitive Ergonomics which, in layman terms, means reducing the perceived barriers to making decisions. But you can also call it 'sludges', the inverse of the celebrated concept of so-called 'nudges'.
Emotional barriers are tangible and can influence both shopping and consumption. Understanding these barriers helps marketers dramatically influence real-world consumer behavior.
There's a crucial need for marketers to not merely acknowledge emotions but to understand how emotional consequences factor into purchasing decisions.
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