The Importance of Leveraging Emotions To Influence Consumer Decisions

Emotions play a significant role in consumer behaviors.  Customer feelings or emotions such as happiness, joy, love, pride, sadness, anger, fear, worry, and anxiety influence their decisions to attain, utilize, discard and invest in a product or brand and services.

A customer’s emotional connection to the brand requires a customer’s trust and relevance in the brand.  Customers must perceive the brand as representing who they are, their beliefs, what they stand for; the brand must align with their values.

Marketers must cultivate customer relationships and emotional connections between customers and the brand to successfully persuade them to invest in a brand and leads them to make future purchases of the brand.  Marketers can leverage consumers’ positive and negative emotions to create the right marketing content that appeals to customer desires, wants, and needs. 

Leveraging Emotions Tips

Positive vs. Negative Emotions:
Marketers can use positive emotions such as joy, happiness, and love and negative emotions such as sadness, fear, and anger in their marketing strategies to persuade their purchase-making decisions. 

Marketers must determine whether to utilize positive or negative emotions to convey their marketing communication message effectively.  Based on Derek Rucker’s Forbes article about emotions in advertising, negative emotions can capture consumers’ attention, compel consumers to search for solutions, and convince consumers to use a brand to damage the brand and deter the consumer from the brand.

Marketers need to ensure positive emotions used feel genuine and authentic.  For instance, Lysol, a long-standing American disinfecting and cleaning product brand, launched a marketing campaign in 2017, “What It Takes To Protect,” in the brand’s efforts to celebrate the natural, protective instincts of mothers or the various ways mothers protect those they care about and love. 

Lysol incorporated features of a film entitled “Protect Like A Mother” for their campaign launch for Mother’s Day.  Lysol was successful in creating a relatable, emotional experience by evoking customer emotions for those who are mothers as well as those who remember and associate with a “mother’s love” or the undeniable, authentic, genuine, and true feeling and emotions of happiness, joy, and unconditional love from a mother.  Lysol utilized this powerful emotional connection to remind customers about the brand’s similar, protective, instinctive, and loving mom-like qualities and values and its disinfectant products used to kill 99.9% of germs and protect families from getting sick and stay safe. 

Determine if the Use of Emotion Is Appropriate:
According to Derek Rucker’s Forbes article about emotions in advertising, positive and negative emotions can be effective catalysts in persuading consumers and require considering elements such as determining whether the consumer desires or needs an emotional appeal or to be informed about a product or service’s functional benefits.

Derek Rucker’s Forbes article also shares consumers can produce a desired response about a product without the need for the brand to elicit customers’ emotion.

Tell a Story:
Storytelling is an effective method to connect customers with a brand emotionally. Marketers must tell customers a compelling and meaningful story that resonates in customers’ minds so that they can remember the brand, the message and lesson learned from the story, and the emotional experience encountered.  Storytelling builds trust with the customer and promotes brand loyalty.

Marketers need to understand consumer emotions towards a product or brand and its influences on their behavioral responses to tailor the right marketing strategy to persuade them to purchase the product or brand.  The use of positive and negative emotions effectively influences the consumer’s support and favorability towards the brand or product and services offered by the brand compared to its competitors.  It will increase sales, brand loyalty, word-of-mouth or customer referrals, and recommendations about the brand to others.  Positive and negative emotions in marketing strategies foster personal connections with customers that create meaningful, valuable, and mutually beneficial relationships between the brand and customers that will help a business achieve optimal results and success.    

Did you enjoy this post? Learn about consumer relationships, this post, and more! 

Lysol. (2018, June 26). Lysol® Launches New Campaign Celebrating The Protective Instincts Of Mothers. 

Rucker, D. (2017, October 5). Emotion In Advertising: The Difference Between A Spark And A Backfire. Forbes.

Weinberger, D. R. (2017, June 4). Customer Retention: 6 Techniques To Cultivate And Build A Stronger Customer Base. Forbes. 

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