From the time of the ancient Greeks, we have valued reason, thinking with a clear mind, not jumping to conclusions. Rational thought is at the heart of science, it keeps our own biases out of the equation. To make an emotional decision is to choose poorly.
Plato's concept of rhetoric deploys three concepts: emotion, logic, and credibility. Or pathos, logos, and ethos. As someone who works in non profit, pathos is my best tool for soliciting donations.
But what if I told you pathos was the best way to turn away a pesky salesman? The salesman's pitch is all about logic. Whatever reason you give for not buying what they're selling, they already have a logical answer for. It usually works because people have trouble saying no to logic when it's staring them in the face.
And it takes logic to trump logic. Emotion always fails. Well, not always.
"Mr. Scanlon, are you satisfied with the windows we installed?"
"Yes."
"Would you consider us again?"
"Yes."
"We have a special, no-commitment deal right now. I have an open spot tomorrow at 2. It's a free estimate so there is no commitment but the deal expires tomorrow."
I can't say that I'm not interested or the price is too high or any other logical reason because I've already said I like the current windows they installed for me and I would buy them again. He follows that question with an opportunity to buy them again.
So I countered with emotion.
I said I have several items I am currently paying off and thinking about taking on more debt is only going to make me stressed. There is no comeback because he cannot tell me how I feel. Reason trumped by passion.
