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Emotions, reason and behaviour: a search for the truth
Author(s) -
Williamson Mick
Publication year - 2002
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.100
Subject(s) - passion , liminality , subject (documents) , power (physics) , psychology , epistemology , work (physics) , cognitive psychology , social psychology , sociology , computer science , mechanical engineering , philosophy , physics , quantum mechanics , library science , anthropology , engineering
This paper examines the power of emotions as a behavioural driver. It is argued that, for many reasons, including ease of data capture and the passion for modelling, the market research community have been giving too much emphasis to considered and rationally driven behaviours and largely ignoring the influence of emotions, as well as behaviours requiring little or no thought. The second part of this paper discusses new thinking on the subject of emotions, derived from the author's own work and neuroscience, and provides a brief description of a qualitative research methodology that reveals emotional drivers and especially those that exert their influence in the liminal zone of the mind. Copyright © 2002 Henry Stewart Publications.