Maybe even some of them don't even realize that they're doing it! They might think they were just lucky. Nobody owns this secret, it's not proprietary or copyrighted, and yet you will see that the most successful, charismatic, and influential people and organizations in the world are using this method. I can talk about who I think uses what emotional effect in their branding. My hypothesis: Behind every big influencer out there, there is one of these six emotions. It really is about hitting one of six targets. The good news is that it makes influencing people so much easier than some might make it out to be. All of these feelings compelled human actions toward what was best for human survival, the same way they do for animals. Sadness and loneliness experienced when away from other humans drove us to become more social, which led to the rise of civilization, agriculture, industry, and the societies we have today. Pleasure told us to eat things that were good for our bodies. That's part of the power of these emotions-they're animalistic, instinctual reactions that acted as survival tools for our ancestors.įear told us to build a shelter. For example, sheep fear predators, and if they smell a predator such as a wolf, they will alert other sheep and run away from the perceived danger. Almost all animals experience fear because fear is a response to perceived dangers the animal is likely to encounter.
Many animals experience disgust when they smell or taste something that is disagreeable to them. Even many animals also have them.įor example, dogs feel very sad when separated from their humans, or other dogs they live with, for a long time. Social norms tell us how to react to or express these emotions, but everyone will experience them regardless of social norms. Amazing, no? So, appealing to the "big 6" human emotions works, because people will have these emotional reactions on a primal level, regardless of culture or social expectations. Anthropologists have said that humans even make the same or similar facial expressions for these basic emotions across (nearly) every human culture.
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