Let’s consider a popular consumer question you've likely thought about. Is the iPhone or the Android better for you? There are more than 97 million results on Google for that question, with lots of data points to consider.
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I think this article is a real eye opener in terms of research and how emotions really affect our decisions in everyday lifes. The article then states that "We are ruled by our emotions first, and then we build justifications for our response." I think this is true because i think how we feel can change the way we preceieve things. If we we had a strong feeling towards an environmental factor and a product goes against that then your preception on that product would be negative, so i think this article should have included the preception and believes of consumers and how that effects the consumers purchase decision making.
This article should also take into consideration culutre and subcultures of a consumer as that could heavily influence the reason they chose one type of chicken rather than the other one ( NOTE: Read the first bit of the article and it will make sense). Consumers whose believe is to treat animals right then would chose the chiken that is organic and that came from nature rather than the chicken that was modified and raised in a test tube.
However this article is correct in stating that emotions are usually placed in our heads before judgement and logic. This links heavily on to IMC as a Brand name or the way the brand is being marketed can have an positive or negative impact on the persons emotion and in turn can causes a negative or positive perception on that brand.