Despite millions of years of developing abstract and critical thinking, people still rely on emotions when making decisions. Regardless of the analysis of information and highlighted the pros and cons of the product, your purchase decision is largely determined by the action of one of the earliest areas of the brain. That is why marketers are very important to understand the emotions of customers. Advertising, which causes strong emotions, increases sales by 23%. The role of emotions in decision making is hard to ignore. What benefits can marketers make of this?
Marketers should understand that they need to focus on feelings, not on cold facts — get in touch with the person, not the buyer. A study by the University of Glasgow showed that all our emotions come from four main feelings: happiness, sadness, fear, surprise, anger, disgust. They allowed us to survive in difficult circumstances. These feelings are tied to our brain, and cannot be ignored when publishing content. So how do emotions affect sales?
Creating a strong first impression
Every time after we meet a new person, we evaluate him: appearance, behavior, speech features, etc. We need just a few seconds to form the first impression. Similarly, customers form their opinion about a particular brand.
If you invite a person to watch two commercials, one of them will clearly cause interest. Suppose that in the first video all the information about the product, its parameters, characteristics, and advantages were provided. Another video did not focus on the informational component, but, on the contrary, on the emotional one. No doubt people will remember the last one better.
The key to a properly made impression is the necessary feelings that arise when getting familiar with advertising materials. A good marketer should know how to cause the necessary emotion in the client. This will ensure that the promoted products will stand out against the background of similar products, and, therefore, will be better remembered by buyers.