Emotion Trumps Logic...Even in Coffee!

Teaching Elephants to Talk Tip
By Matt Lewis
Feb. 17, 2005

An MSN article about Starbucks underscores the fact that when it comes to marketing, emotion trumps logic.

After all, why would a logical person choose to pay $3.22 for a cup of coffee?

According to the article, here’s how Starbucks uses emotion:

• Starbucks creates a warm atmosphere where we feel surrounded by “friends.”
• Holding that expensive white cup in our hands is a status symbol that tells others we are successful.
• Flashing that Starbucks card (instead of cash) shows folks that we are a “regular” – and a part of an elite team.

The article’s prediction: “Companies that help people plug into the zeitgeist or spirit of their times are going to be more successful than ones…that turn a blind eye to such deeply human appetites.”