Natasha Wahid of WiderFunnel explains the three main emotional systems and how these systems influence customer behavior in “How To Create Emotionally Relevant Marketing Experiences For Your Shopper”
“In particular, you need to understand the three main emotional systems and how these systems influence customer behavior through both desire and aversion. These include:”
- The Stimulance System, which aims to discover new things and learn new skills. This part of the brain is triggered by novelty, curiosity, change, surprise, and excitement. This system avoids boredom but is drawn to new sensations.
- The Dominance System, which focuses on performance, self-assertion, the suppression of competition, and achieving status, power, and autonomy. This system’s desire is pride or a feeling of victory. And it’s aversion is anger, rage and powerlessness.
- The Balance System, which is motivated by risk avoidance, and stability. This area may be triggered by fear and anxiety, but it is also associated with harmony and conformity, as it seeks security.
The Dominance and Stimulance systems are the expansive and risk-oriented systems in the brain, whereas the Balance system is the risk avoidance counter-system”
Natasha reveals how you has a marketer can explore, understand and leverage these emotional systems by using the Limbic model.
“The Limbic model reveals the different emotional systems that exist in your customer’s head, how these systems interact in the brain, and how they influence (shopping) behavior.
What sets Limbic apart from other personality profiling tools, like Myers Briggs or Predictive Index, is that it is the first tool of its kind designed specifically for marketing. It is focused on uncovering the emotion and motivation of a shopper, rather than on how people relate to one another.
At the center of the Limbic model is the Limbic® map. All human motives, desires, and values can be represented and related to one another within this map”