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Logical vs. Emotional Incentives

There are different incentives that you can provide at the closing stage to convince both logical and emotional people. The main differences are:

  • Logical people will value more the numerical optimization of a proposal, while emotional people will value more the insertion of additional things into a bigger package;
    • If you’re selling a car, you have to improve the numbers for the logical person, but you can throw in additional services for the emotional one;
  • Logical people are more easily persuaded by text in the long-term, while emotional people are more easily persuaded by image in the short-term;
    • If you’re selling a car, you should use textual presentations with facts for logical people, but you should use image in the short-term for emotional people;

The Persuasion Psychology Behind the Technique

This happens as logical and emotional people have different mental timeframes. The equivalent to System 1 and System 2 thinking in Kahneman and Tversky’s theory.

  • Therefore, logical people are more oriented to details and will take their time, and will not be swayed by emotion or image;
  • Emotional people, on the other hand, are more likely to be converted on impulse, and by effects that push them to make an emotional decision;

Simply optimize the numbers for logical people and use bonuses and attractive packages for emotional people.

In the streamlining technique, we covered concentrating your value proposition. In short, including mediocre bonuses with a quality offering should not be done, because they “average down” the value of the package.

  • This technique represents the exception to that rule. People will average down in the long-term. However, emotional people can be converted in the short-term through this;
    • So, if you are trying to convince someone emotional in the short-term, you can use bonuses to create a bigger package to try and convince them. But otherwise, do not do this, as you are creating uncertainty and increasing mental effort for the target;

Usage

Sub-Techniques
(3 in Total)

Examples

"Gift immunity"

These dynamics tell us why logical people are, in many cases, immune to gifts. When you give multiple low-value gifts to someone emotional, they will love them. When you give multiple low-value gifts to someone logical, they will ignore the quantity of gifts and appraise the actual value of them

Upsells

Upsells are great to convert emotional people. What you’re doing is effectively saying, “Hey, for just a little bit more, you can have this much bigger package”

"Before you leave"

There are some software solutions that, when you try to delete your account, prompt you with a message saying, “If you don’t leave, we’ll take 10% off”, or similar. This works very well for both cases. It increases the package for a lesser value for emotional people, and it optimizes the numbers for logical people;

Use Cases For the Four Quadrants

Key Takeaways
(3 Total)

How to Stack This Technique