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Marketing to Consumers’ Emotions [Infographic]


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“Emotional marketing refers to marketing and advertising endeavours that chiefly use emotion to induce your audience notice, recollect, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, indignation, or fear, to elicit a consumer response.”

Consumers are increasingly making their buy decisions based on their feelings rather than logic. Consumers today are educated and better equipped to research what they don’t know and want to know. They are also overwhelmed with ad daily. Tapping into emotions captures consumers’ attention and violates through the flood of ads they are inundated with every day.

Emotional Marketing Creates a Fabulous First Impression

First impressions form in a matter of seconds. First impressions of a business product or service is formed just as fast. Feelings help to form an impression and attain that business stand out in the consumers’ mind.

An ad that stimulates the interests of consumers laugh, or even cry, versus a traditional ad that just talks about a product will stand out more and create an impression that will last.

7 Emotional Purchasing Triggers

Belonging Fear Guilt Trust Leadership Values Gratification

Emotional Marketing Encourages People to Act( HubSpot)

Happiness- Makes people share, which increases business awareness. Sadness- Constructions people sympathize, connect, and dedicate, which inspires people to help. Surprise- Stimulates people stick with what is comfy, which leads to allegiance. Anger- Make-ups people stubborns, which leads to viral content and loyal followers.

Feelings are More Important than Logic

68% of purchasers will pay a higher cost for a service if they watch personal value. 71% of buyers will purchase a product if they assure personal value. Only 8.5% of buyers will purchase a product at a higher price if they see NO personal value.

People Want to Feel Special

Consumers want to feel unique. Marketers need to generate content that will appeal to the heart as well as the mind. Utilizing emotional marketing inspires, connects, and constructs trust. This, in turn, will create purchasing intent, brand advocacy and will help to build a “community of happy customers.”

Scientists have uncovered that humans feel first and think second. When confronted with sensory information, the emotional section of the brain can process the information in one-fifth of the time the cognitive section requires.”

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