Each choice process is determined by the influence of the left and right hemisphere, of reason and emotion. Every person has a preference for ratio or emotion and is therefore more likely to be attracted to numbers or images. Often this is jokingly referred to as the difference between men and women. Take as an example the way in which both sexes choose a car: based on acceleration speed, torque and engine capacity or color, nice lamps, fashion-sensitive.
The fact remains that every human being has a left and right hemisphere that influences how we see, experience and judge things. Both rational and emotional arguments play a role in Decision-Making-Units (DMU). Decision-making is a complex mix of analysis, incomplete knowledge and intuition. Canadian neurologist Donald B. Calne sums it up nicely:
“Emotion leads to action while reason leads to conclusions”.
Accommodation is comparable to clothing. What clothing is to a person is accommodation to an organization. Research has shown that we demand of both clothing and accommodation that it is:
- Protective, functional,
- (Want to) belong somewhere,
- Enhance image (embellishment),
- Express identity and feel good.
The first two of these requirements (protective and functional) are rational and the proverbial tip of the iceberg. The vast majority is of an emotional nature and is the part of the iceberg that is under water.
For clothing, this relationship between rational and emotional is perceived as ‘normal’. However, in accommodation it is the iceberg upside down. In the conservative real estate world, the focus is mainly on the rational aspects. The part that really makes a difference in people’s choice behaviour, the emotional components, is heavily underexposed. In fact, it is all about buildings with a soul.
Even strategic decisions in the board room are essentially made by emotional aspects such as: does it feel good, ‘does it clicks’? The fact that rational aspects are then sought to substantiate the emotional components does not detract from the emotional core.
So it is not about the left or the right hemisphere. The successful organization knows how to balance and address both hemispheres of the brain. She knows the balance for her own organization and the balance that suits the target group she wants to reach. See also Building: a matter of mind and heart.