The Mechanisms behind Emotional Propositions in Advertising (2)

A quick follow-up on my post on emotional propositions and why they might be good for. I just found this interesting insight from McKinsey. Sorry, the pic is in German. It basically says that emotional beats rational in the consideration phase of the "lifecycle", whereas rational rules in the purchase phase. The curve is not the same in each product category, obviously. This one here is calculated for health insurance.

                                                                    read the old post here: