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How to influence emotions, what we buy

The emotional core of the decision-making of consumers

Most people believe that the decisions they result from rational analysis of available alternatives. In reality, however, emotions strongly influence and determine our decisions in many cases.

In his book, descartes' error , Antonio Damasio, Professor of Neuroscience at the University of Southern California, argues that emotion is a necessary component for almost all decisions. If we are confronted with a decision, emotions from earlier, associated experiences that are confronted the values ​​at the options we consider. These emotions create preferences that lead to our decision. The view of Damasio is based on its studies of people whose connections had been damaged between the "thinking" and "emotional" areas of the brain. They were able to process information about alternative decisions rationally, but could not make decisions because they did not feel like they felt about the options.

The influential role of emotion in consumer behavior is well documented:

  • Functional Magnetic Resonance Imaging (FMRI) shows that consumers in the evaluation of brands, which are primarily used emotions (personal feelings and experiences) instead of information (brand attributes, features and facts).
  • advertising research shows that the consumer's emotional response to an ad has a much greater impact on its reported intention to buy a product than the contents of the ADS - by a factor of 3 to 1 for television advertising and 2-access 1 for printing displays.
  • Research conducted by the advertising community concluded that "paint friendliness" is the most decent measure whether advertising will increase sales of a brand.
  • Studies show that positive emotions on a brand are a much greater impact on the loyalty of consumers than trust and other judgments based on the attributes of a brand.

Emotions are the main reason why consumers prefer brand name products. Finally, many of the products we buy is available as generic and stored brands with the same ingredients and at more favorable prices. Why do we decide to pay more for brand-name products?

A nationally announced brand has power in the marketplace, as it creates an emotional connection to the consumer. A brand is nothing more than a mental representation of a product in the mind of the consumer. If the representation consists of only the attributes of the product, the functions and other information, there are no emotional connections to influence the preference and promotion of consumers. The rich content of the mental representation of a brand, the more likely the consumer will be a faithful user.

While emotions can be effectively communicated in a printhead or television industry, there are other important components of a brand that also have emotional dimensions. For example:

  • rich and powerful mental representations of a brand include your personality. Research shows that consumers perceive the same kind of personality characteristics in brands as they do in other people. And as with the people, they will be attracted more to some personality types than other attractions that are emotionally, rational. The brand personality is communicated by marketers via packaging, visual images and the types of words used to describe the brand.
  • Another important basis for the emotions of a brand can be found in its "narrative" - ​​the story that partly communicates, "who" is what it means for the consumer, and why the consumer should worry. This narrative is the basis for brand advertising and promotion.

But for consumers may be the most important feature of emotions that they push us towards action. In response to emotions, people are to do something. In a physical confrontation, we are afraid to choose between fight or flight to ensure our self-preservation.In our daily social confrontations, uncertainty can cause us to buy the latest iPhone to support our positive self-identity.

Over time, marketing theories have developed, why consumers buy. Most of these err by looking at the consumer through the lens of the product. Marketers start with the functions and advantages of a product and lead consumer research to find suitable requirements and motivations. Recently, Internet and digital media companies have added a new application layer to explain and predict consumer behavior. Their approach sees the consumer through the objective of digital technology. However, they interpret data on the activity of online users as a valid insight into the consumer decision process.

Consumers do not have a cross-packed response to products and their marketing programs. The basics of consumer behavior do not change the latest innovation in digital technology.

An understanding of the consumer's behavior must be based on knowledge of human emotions and include the most of the emotions on decision-making.

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