applied emotional laddering ali anani ""emotional laddering emotional laddering: finding out the emotional driving force that helps you sell your products, services and ideas."" what is emotional laddering? there is no real direct bond between two object; it is always stronger through a third party - a connecting bridge the kids are the bridge between a husband and wife. both share interest in bringing up their kids healthily. we need a bridge all the time the physical attributes of a product and the emotional interest of a customer needs a bridge to make the bonding between them real and of value. emotional ladders are the bridges illustration by example is an efficient way of explaining the concept. i experienced all the following four examples mple 1: strawberry-flavored drinks selling in winter strawberry-flavored drink selling in winter strange- isn't it? why would people in a hot and humid city buy this drink in winter and summer? ""in contrast, malest didn't buy this drink. here we have opposing desires between men and women."" employment of the laddering technique employment of the laddering technique emotional value emotional benefits consequential benefits physical attributes of strawberry-soft drink employment of the laddering technique for women and men. positive ladder for girls the emotional key it attracts men's attention it has a beautifying color it has strawberry flavor what feature you like about this product negative ladder for men it makes me look like a man with lipstick. the negative emotional bridge. it has a red color. it has a strawberry flavor. what feature you do not like about this product? emotional laddering surfaced out the cause emotional laddering surfaced out the cause the emotional bridge ""people prefer a bank? why during a crisis time started to withdraw their money from banks except for one bank, why?"" laddering uncovered the season it was an emotional factor trust depositors knew from previous experiences that even after a crisis they shall get their money back trust and risk-free deposits hospital with red painting a hospital with a good reputation opened a new hospital in a foreign country. they painted most of the patients' rooms in red. no success as very few patients refused to be hospitalized there. laddering technique revealed the reason: guess it? for these patients red color meant death who would go to a hospital to die? 3rd party emotions in play ""more chocolate? a chocolate company offered a chocolate bar in two """"versions"""", but both having the dame weight."" ""one version was long and thin bar, the second bar was thick and short."" the problem people could not read the weight in the foreign language. false assumption a false assumption spread: you get more chocolate in the this bar for the same price. false assumption a false assumption spread: you get more chocolate in the thin bar for the same price. a false assumption spread: you get more chocolate in the thin bar for the same price. which test box has more words of the above two?? people love free offers. people love free offers. the false assumption ignited peoples' s: get more for free the company made the chocolate bar thinser and longer it is about time i make this presentation thinner... ""thank you phenomena understand that we live in fluid societies as they keep changing. changes create opportunities, which we monitor continuously. this differentiates our ads as they are designed to fulfill the emerging needs of our societies.""