Why Emotions, Not Logic, Drive Marketing

In this episode of "Marketing in the Now," David Reske interviews J.D. Pincus, PhD, a psychologist and researcher who applies his expertise in human emotion to marketing. Dr. Pincus challenges the traditional view that marketing is a logical exercise, explaining that emotions are the primary drivers of decision-making in both consumer and B2B contexts. He discusses his 3x4 emotional needs model and the AgileBrain measurement technique, an image-based exercise that identifies a person's core emotional motivators. By focusing on emotional insights over logical differentiators, Dr. Pincus argues that marketers can create campaigns that truly resonate with their audience, avoiding the "logic trap" and missing "90% of what’s going on".