I disagree with point three. Engineers do make purchases based on emotions, just different ones than typical consumers.
Engineers are driven by emotions like:
- Desire for intellectual respect: Choosing innovative products to appear forward-thinking.
- Risk aversion: Preferring established brands to avoid project failures.
- Professional pride: Selecting high-performing solutions for personal satisfaction.
- Peer validation: Making choices they believe colleagues will approve of.
- Cognitive bias: Favoring solutions that confirm existing beliefs.
What looks like logical decision-making is often an emotion-driven choice justified with technical arguments. This is evident in online discussions where product critiques are framed logically but stem from emotional responses or biases.
Effective marketing to engineers should recognize these emotional drivers while providing the technical depth needed to rationalize decisions. It's not about ignoring emotions, but addressing the specific emotional needs of a technical audience.
If I am running a service as an engineer I already have huge amounts of stuff that can go wrong. If that stuff is in my control so I can do something about it when it breaks I feel safe and confident.
As soon as I get to depend on a 3rd party who might or might not have resources to fix my issue I feel nervous because I have my own stuff to deal with and now I get 3rd party tool that might bring more problems.
This is very true. Failing to recognize the role emotions play in ourselves and other people is the source of many conflicts and misunderstandings. What motivates us and drives our actions and responses to things is not something that can be easily observed, especially in ourselves. When people describe their preferences they are often just describing what is in fact the rationalization for their emotionally driven choices.
The entire article considers engineer to be fundamentally different than « normal people ».
Here is the trick: we aren’t. People like concrete arguments as much as we do. People buy product they like as much as we do. People like to play with stuff before buying as much as we do.
I think I can elucidate what the author was going after, in the context of advertising.
Most people want shiny things in nice boxes. The aesthetic and aesthetic experience is extremely important.
In engineering it is the functional characteristics which we are ooing and enamored by.
In my line of work (power engineering) there is -zero- thought put into aesthetics and experience. In my girlfriends line of work (cosmetics development) there is a whole team larger than the technical team that puts an enormous effort into things like bottle design and "vibe".
Perhaps at a base level the same brain chemicals get stirred up, but what the author is saying is that the paths there are different.
Engineers are driven by emotions like:
- Desire for intellectual respect: Choosing innovative products to appear forward-thinking.
- Risk aversion: Preferring established brands to avoid project failures.
- Professional pride: Selecting high-performing solutions for personal satisfaction.
- Peer validation: Making choices they believe colleagues will approve of.
- Cognitive bias: Favoring solutions that confirm existing beliefs.
What looks like logical decision-making is often an emotion-driven choice justified with technical arguments. This is evident in online discussions where product critiques are framed logically but stem from emotional responses or biases.
Effective marketing to engineers should recognize these emotional drivers while providing the technical depth needed to rationalize decisions. It's not about ignoring emotions, but addressing the specific emotional needs of a technical audience.