In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing. Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought. Key points: Traditional market research often fails to capture true consumer motivationsThe role of emotions in decision-makingEngaging narratives can significantly enhance brand communication Listen in to rethink conventional strategies and explore deeper emotional connections with your audience. Competition time!🏆For a chance to win a free copy of 'The Consumer Behaviour Book' by Anthony "Tas" Tasgal, simply click here and fill in the form with your answer to the question:  'I like The Unicorny Marketing Show because…' CLICK HERE TO ENTER🍀Good luck!🍀 About Anthony "Tas" TasgalTas is a man of many lanyards: trainer, author, TEDx speaker, brand/comms strategist and lecturer. He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communications, the Civil Service College and the Chartered Institute of Procurement and Supply. He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers live on TalkTV. He specialises in storytelling, behavioural economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one). He also runs The Guardian masterclass on “Harnessing the power of storytelling” and is a Brand Ambassador for Home Grown Club in London. He works for clients as varied as the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS. He is the author of 5 books- the award-winning The Storytelling Book, [which has sold nearly 40,000 copies globally] The Inspiratorium , “InCitations” , The Storytelling Workbook and The Insight Book. His sixth book- The Consumer Behaviour Book- was published in June 2024. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/xdBqXQzEyKk LinkedIn: Anthony Tasgal | Dom Hawes  Books by Anthony Tasgal Sponsor: Selbey Anderson  Other items referenced in this episode The Consumer Behaviour Book by Anthony Tasgal Incognito by David Eagleman Sum by David Eagleman Phineas Gage Passage of an Iron Rod...