The Power of Trust and Emotions in Decision-Making


Hatched by Glasp

Aug 26, 2023

3 min read


The Power of Trust and Emotions in Decision-Making


In today's digital age, where social media and online platforms dominate our lives, it comes as no surprise that younger generations heavily rely on these platforms for brand and product research. However, despite the popularity of influencers and their impact on social media, Gen Z and Millennials still place more trust in recommendations from friends and family. Simultaneously, emotions play a crucial role in decision-making, contrary to the belief that they hinder rational thinking. This article explores the significance of trust and emotions in the decision-making process and provides actionable advice for making informed choices.

Trust in Recommendations:

According to data from 2019, the number of Gen Z individuals using social media to research brands and products has risen by nearly 40 percent between 2015 and 2019. However, what stands out is that younger generations trust product reviews and recommendations from friends and family more than they do influencers. In fact, 48 percent of respondents cited a discount on a product as their inspiration for making a purchase, followed closely by recommendations from friends and family (39 percent). Surprisingly, smaller influencers with up to 50,000 followers are considered more credible by 56 percent of respondents in the US and UK.

The Role of Emotions in Decision-Making:

Contrary to popular belief, emotions are not the enemy of good decision-making. Rather, they provide valuable insights that can guide us towards making the right choices. To harness the power of emotions, it is important to identify and acknowledge them. By naming our feelings, we create a space between our emotions and our actions. This distance allows us to examine the emotion and its impact without letting it dominate our decision-making process.

Visualizing Success and Emotional Bookending:

One effective strategy for leveraging emotions in decision-making is to visualize success and how it feels. By imagining a successful outcome, we can tap into the positive emotions associated with it. This exercise helps us gain clarity and confidence in our decisions. Additionally, applying emotional bookends can be helpful. This involves identifying the short-term and long-term implications of a decision. By recognizing the emotional aspects tied to each outcome, we can make decisions that align with our goals and aspirations.

Actionable Advice:

  • 1. Seek recommendations from trusted sources: While social media influencers may be popular, don't underestimate the power of recommendations from friends and family. They often provide more genuine and reliable insights into products and brands.
  • 2. Acknowledge and name your emotions: When faced with a decision, take the time to identify and acknowledge the emotions you are feeling. This will help create a healthy distance between your emotions and your decision-making process, allowing for a more objective evaluation.
  • 3. Visualize success and apply emotional bookending: Before making a decision, visualize the positive emotions associated with a successful outcome. Additionally, consider the short-term and long-term emotional implications of each choice. This will enable you to make decisions that align with your goals and values.


In a world driven by social media and online influence, it is reassuring to see that trust in friends and family remains strong among younger generations. While influencers hold sway over certain demographics, genuine recommendations hold greater credibility. Furthermore, emotions play an integral role in decision-making, contrary to the belief that they hinder rational thinking. By embracing our emotions and incorporating them into our decision-making process, we can make choices that lead to personal and professional growth. So, next time you're faced with a decision, trust your instincts, seek advice from trusted sources, and let your emotions guide you towards a successful outcome.

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