Brand Design, Brand Marketing and Brand Psychology

Art of Interactivity: Emotional Intelligence in Face to Face Marketing!

Posted by sarmistha tarafder on May 4, 2012 10:46:00 AM

Art of Interaction

"An emotion occurs when there are certain biological, certain experiential, and certain cognitive states which all occur simultaneously."  John D. Mayer: From EQ Today, Spring 1999
Emotional intelligence plays a dominant role in our daily lives. It goes on an over-drive in an experiential setting such as events and trade shows where we are subjected to massive sensory overdose. In such a setting if you are an exhibitor or a presenter you have to maintain a state of steady self-awareness. You have to perceive your emotions in real-time and use this awareness to stay flexible and act positively to direct your behavior, sometimes under challenging circumstances. This skill to sustain and direct your own feeling will enhance your ability to accurately pick up on emotions in other people and understand what is really going on. You will be able to monitor others' mood and temperaments and enlist this knowledge in predicting their future behavior and decision making, giving you an edge in the negotiating lounge. After all, that is all face-to face marketing is. Isn't it?

Perception, Reason, Understanding and Management are the 4 keys to unlock emotional intelligence as modeled by Peter Salovey and John D. Mayer. It is also interesting to note that there are 4 different personality types. Like 4 seasons, human personality broadly fall under 4 quadrants. Different psychologist have labeled them under different names. The one that resonates with me is the science of D.I.S.C. Published in 1928 by psychologist William Moulton Marston and the original behaviorist like Walter V. Clarke and others, the science of D.I.S.C is used across the horizon to study human behavior in any given environments.



"This is the element of an individual’s personality that indicates competitiveness, drive and a desire to win. Highly dominant people tend become angry more often than lower dominant types. Dominance is a task oriented trait so once a highly dominant person takes on a task, they become determined to see it through to the end.

These people often appear to be stern and severe. Once they have had an angry outburst, they forget the source of their anger quickly and move on to other things. Highly dominant people will often be seen as intimidating by others."


"This is the element of an individual’s personality that indicates optimism, trust, and a sense of humor. Highly influencing people tend to joke around a lot, talk a lot, and use other people to get what they want out of life. Almost completely people-oriented, they need to be in the company of other human beings as often as possible.

Highly influencing people like .... virtually anything they can show off. They are optimistic to a fault and trust almost everyone a little too much. Highly influencing people will often be seen as the life of the party by others."


"This is the element of an individual’s personality that regulates the pace at which they do things. Highly steady people tend to hold off on decision making until they believe the decision is the right one. They like to do research and get the approval of others before they do almost anything.

They are people-oriented and will usually be very sociable with everyone they meet. Highly steady people will take longer to do their work, but because they are very thorough, the work they do is generally of very high quality.


"This is the element of an individual’s personality that creates a need for rules and regulations in their lives. Highly compliant people tend to approach every challenge or project with caution and concern. Because they are task oriented, they tend not to fall for a sales pitch that is not accompanied by facts and figures.

Of course, we are a blend of the above, just the proportions vary. However, the key to remember is that there are certain experiences that exalts us while others irritates us. One thing is for certain. The unique blend of the head and the heart will give you an edge in the competence of social marketing.

Topics: Peter Salovey and John D. Mayer, Emotiional Intelligence in Face-to-Face Marketing, Sarmistha Tarafder, Face-to-Face Marketing, Social Marketing



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Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!