Marketing Semiotics: How Meanings Make Value

Advances in the social and medical sciences reflect a growing disenchantment with the conventional wisdom that humans are essentially rational beings. There is increasing evidence in medical scholarship that right-brain functions associated with human emotions and attitudes play an important role in assigning value to things, even in traditionally quantitative fields such as economics and engineering. Furthermore, deep, subconscious thought often communicates with the conscious mind through images, rhetorical figures, and slips of tongue rather than logical verbal discourse. And Goleman explains in Emotional Intelligence, the integration of the left-brain and right-brain functions of cognition account for our “emotional intelligence” and the influence emotion and creativity on rational decision-making, from voting for a candidate to running a business.  

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