#41 Explaining Donald Trump; The Role Emotions Play In Big Decisions

Let's face it. Donald Trump and Bernie Sanders have won far more votes than almost any "expert" forecast.

The reason may well be that emotions and learned behavior from others play a far bigger role in our decision making than most of us realize.

Our "Fix It" guest Mark Earls - the HERDMeister - is an award-winning British writer and consultant on marketing, communications and human behavior. In his latest book, "Copy, Copy, Copy," Mark shows how we vote and buy stuff by copying others - our friends, family and our neighbors."  

"Donald Trump is "much smarter than we give him credit for," says Mark.. "He gets that people need to feel stuff rather than think about it." 

In his advertising work, Mark has used the lessons of behavioral science and marketing success to advise clients. He shares his fascinating, if somewhat frustrating insights with us.

As voters and consumers we can learn from what his research tells us - even when he go to the supermarket or spend time with friends.

"I would not recommend buying grocery shopping when you're hungry," Mark tells us. And... "If I find myself in a British bar I tend to have a glass of beer and that's how it goes, unless somebody else around me goes 'ooh, a gin and tonic. I haven't had a gin and tonic for a long time'. So we both have the same thing."

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