No matter how hard we work to cover it up or deny it, as humans, we are very much driven by our “primal brain.” Sellers already buy into this when they agree that “people buy on emotion, (primal brain), then rationalize it, (logical brain).” No emotion is more powerful than fear; one of our greatest fears is the fear of missing out. This same cause/effect reaction presents itself in other human interactions, where sellers can leverage these triggers and the buyer behaviour they lead to. If you want to gain a quick understanding, check out Neuromarketing, by Patrick Renvoisé & Christophe Morin. They highlight several ways we can use this in sales.
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Another ‘action trigger’ is scarcity. The fear of going without, running out, not getting any, is one of the strongest emotions we carry. We look at hoarders, knowing it is just an exaggerated form of an instinct we all
