Think that consumers are making rational decisions when evaluating your brand?
Think again.
- When faced with decisions regarding purchasing, it has been revealed that consumers use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts) when evaluating brands.
- Research reveals that an emotional response to an ad has a far greater influence on a consumer’s propensity to buy rather than the content.
- Experts concede that the emotion of ‘likeability’ is the most predictive measure of whether an ad will increase product sales.
So, here’s what you should be doing to increase the likelihood of your consumers purchasing:
1. Incorporate rich and powerful brand images that demonstrate your brand personality effectively. This needs to be represented in all aspects of your marketing activity: packaging, social media, advertising, visual merchandise. Research demonstrates that consumers are as aware of the characteristics of a brand personality as they are of a human personality.
2. Tell your brand story so that it resonates with consumers. This should include who it is, how it relates to consumers and why they should care.
Ideas for this blog were taken from the article ‘How emotions influence what we buy’, by Peter H. Murray, Ph.D. from Psychology Today.