People like this reveal something expert marketers understand very well. Most human decisions are not made from logic. They come from emotion, ego, and the need to reclaim control.
When she says “I supported him because someone annoyed me with their bullying,” what she is describing is not political ideology. It is reactance psychology.
Reactance happens when people feel pressured or pushed. The brain interprets that pressure as a threat to freedom, and instead of considering the facts, the person swings to the opposite side just to feel in control again.
It feels like a decision, but it is actually a defence mechanism.
And people who make decisions this way become the easiest group to market to, because:
1. You don’t need to convince them. You only need to trigger them. A slight threat to their autonomy and they run toward the opposite direction with full conviction. Tell them they can't afford it and watch their drain their savings to prove you wrong.
2. They respond more to emotion than information.
Once the feeling is strong enough, the brain stops seeking accuracy. It seeks relief.
3. Identity overrides reality.
The decision becomes a statement of “you can’t tell me what to do”, not “this is the best choice for me.” Marketing loves this group because identity-based decisions stick longer than logical ones.
4. They turn personal irritation into long-term loyalty.
A temporary emotional spike can become a permanent buying pattern. Brands exploit this all the time by creating “villains”. Political marketers use it the most.
5. They reward the person or brand that gives them back a sense of power.
Even if the choice doesn’t serve them. What they seek isn’t the product. It’s validation. And guess what? You'll make a bank off them.
This is why emotional consumers are a goldmine. Once the marketer understands the trigger, persuasion becomes effortless.
But this is also why they are the most vulnerable. Because whoever controls the narrative controls their choices. And all it takes is the right emotional button.
She’s in her 50s, yet she makes decisions like this in serious matters such as an election. Imagine the kind of buying decisions she makes.
I strongly dislike the phrase "There's nothing you can do about it." I believe that there is always an option or a way out; look closely, and you will find it.
I picked up this book to read yesterday and am currently on page 37.
I hope that Roo's grandfather is found, even though a dog can't be found with no clues in a vast country.
According to Dr Myles Munroe, Everyone is a born leader but I read something significant.
Followership shouldn't be devalued, it isn't passive obedience or subservience. It involves constructive critical thinking and influence.
Great leaders served.
Today, 21st of November, 2025.
Woke up with a weird but intense desire to be intelligent. Not just eloquent, to have the knowledge that makes me indispensable.
Guess, I have a lot of reading, unlearning and learning to do.