Never forget that feelings are in the game!
I would like to start this text with a very fitting quote from Dale Carnegie. This is: "When dealing with people, we must never forget that we are not dealing with logical beings, but with beings full of feelings, prejudices, pride and vanity."
The illusion of the easily computable human being
Even today, many feel that their ability to behave in an unrestrictedly rational way is desirable, because it is pretended that humans are relatively easy to calculate.
Unrestricted rational behavior is the main feature of the Homo oeconomicus, which was presented to generations of economics students as an ideal.
Homo oeconomicus - just a product of economic theory?
Its decisions can be represented as maximizing a utility function.
He therefore represents an exclusively "economically" thinking person who underlies the analyzes of classical and neoclassical economic theory.
Deciding is not rational!
However, brain research has shown that decisions are never made rationally.
Not least, they are at the center of scientific and economic attention at a breathtaking pace.
Gray in gray and pink
And we can all watch it on ourselves: In a dull mood, for example, the world looks "gray in gray". If we are in love, we have the pink glasses on.
Depending on the emotional situation, we perceive objective situations differently, they "feel" differently. The same is then no longer the same.
Neither good nor bad, neither reprehensible nor counterproductive, but deeply human. However, it makes many situations more complex, they are harder to capture and control.
some do not even understand ("Why is he upset now because of a trivial thing?") and steer not at all (violent anger or tears outbreak).
Marketing: Customers choose the emotional quality
Marketing and sales experts have long since taken advantage of this. Customers increasingly choose the shops, business partners, products, salespeople or consultants for their emotional quality.
Feel-good factors, trust, safety, pleasure in buying and using have gained enormously in importance. The customer wants and must have a good feeling at the conclusion (not only, but also).
If I had heard on the belly!
How often do you hear about wrong decisions. "If I had listened to my intuition. I immediately had a bad feeling. "
We must, of course, have to learn all this for a long time and laboriously: German, World Champion of effectiveness, efficiency, engineering, and the virtues discipline, punctuality, and diligence:
Emotional is not unsuitable
Emotionality does not mean unobjectity. That the dilemma: "rational or emotional" does not exist. "Both as well" is right here. Both are always simultaneous, albeit in different proportions.
Then, on a distant day, our negotiating partners, with no more unsuccessful than us, like Scandinavians or Chinese, will no longer experience cold, unpleasant, and small-time unsuitable contemporaries.
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