Do Emotions Play a Role in Marketing?

May 16, 2019 by OSYB Staff

QuickSprout shares a lot about the impact of emotions on personal purchasing decisions. Here are some shopping habits that they mention from a Psychology Today report:

• MRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, objective facts).
• Advertising research reveals that emotional responses to an ad has a greater influence on a consumer’s intent to buy than the ad’s content.

Now that you know this, how will a marketing plan meet the emotional needs of consumers?

• Keep positivity front and center in your messaging and focus on building long-term relationships
• Engage the senses by employing powerful visual communication
• Mindfully create a likeable/loveable/enjoyable brand personality
• Be creative but work hard on avoiding to be “cheesy”
• Think viral campaign and also think of impact

Remember emotions can volley both ways. Always be respectful, create healthy discussion, be honest and connect.

For thorough details and examples: The Power Of Emotional Marketing

Image Credit: Deposit Photos