In this episode Alex looks at affective emotional responses. Have you ever wondered why you react a certain way to certain stimuli and how this reaction is always instant and feels out of our control? Alex takes us behind the science of this thinking and how you can understand and utilise it to create more value.

KEY TAKEAWAYS

Affective responses are when feelings are generated in us due to external stimuli. The smell of fresh coffee, where we shop, seeing a fast car. Alex explores why we do this and what effect it has on us.

Alex demonstrates how a rhyme from Alice in Wonderland conjures up certain feelings, despite the fact that some of the words have no contextual meaning, but our brains react to the sound of them.

An affective response can dictate our attitude. Did we form a positive response or a negative response to what we heard, saw, smelt and if so, why?

Strong and valuable brands understand that it is important to create positive affective responses. Alex explains this theory and offers an insight into how you can adopt positive practices to add value.

Recommended reading and references: 

Graham Jones (book) - Clickology: What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed