I read that statement and became instantly indignant. No, we do not! I spluttered inside my own head. Or at least, I don’t. That’s a bunch of bullshit! And then I caught myself. Wasn’t I, in fact, reacting with skepticism to this new idea that had just been dropped in my lap? Yes, I had to admit it. This new idea did not flatter me, and it did not paint the prospect of me being part of a reasonable species in a hopeful light. So, I didn’t like it. And my ego immediately set about finding ways and means to shut it down, freeze it out, and bury it so deep I would forget that stupid old idea had ever even existed.
Studies have proven again and again that humans make purchasing decisions based on emotional factors. This probably happens most frequently in the glittering online jungle known as Amazon.com. I read recently that Amazon is the only search engine people use with the mouse in one hand, and a credit card in the other. For me, a regular Amazon customer, I don’t even need my credit card. The site has my payment information recorded and it’s as simple as one click to send a new book to my Kindle.
If you’re a writer, and a reader, I know this is true for you too.
Emotional decision making + split-second purchasing power =
A few years ago I was sitting at a café with a friend when another guy walked up and started talking to us. My friend knew him and conversed with him for several minutes. When the guy walked away I asked, “Who was that?”
My friend’s reply: “Oh, just a writer.”
I sat there stunned for a second or two, not sure why I was feeling what I was feeling. Finally, I blurted out, “What do you mean just ? Why did you say it like that?” I was slightly hurt and a little bit angry and I had no idea why. My friend looked at me, confused. He considered my questions and then asked me, “What does ‘writer’ mean to you?”