Emotional advertisement – A great many people trust that the decisions they make result from a reasonable investigation of accessible choices. As a general rule, be that as it may, emotions incredibly influence and, in many cases, even determine our decision.
In his book, Descartes Error, Antonio Damasio, teacher of neuroscience at the University of Southern California, contends that emotion is an essential ingredient to all decisions. When we are gone up against with a decision, emotions from past, related experiences fasten values to the decison we are thinking about. These emotions make inclinations which prompt our decisions. Damasio’s view depends on his investigations of individuals whose associations between the “thinking” and “emotional” areas of the mind had been damaged. They were able to do rationally processing information about alternative choices; yet were not able settle on decisions since they did not have any feeling of how they felt about the options.
Influential role of emotion in consumer behavior
- fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
- Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.
- Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
- Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
Emotions are the essential motivation behind why shoppers lean toward brand name items. All things considered, a significant number of the items we purchase are accessible as non specific and store brands with similar fixings and at less expensive costs. Why do we choose to pay more for brand name items?
A nationally advertised brand has power in the marketplace because it makes a emotional association with the customer. A brand is just a mental representation of an item in the consumer’s mind. On the off chance that the portrayal consist of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The wealthier the emotional content of a brand’s mental portrayal, the more probable the consumer will be a loyal user.
While emotion can be communicated effectively in a print ad or television advertisement, there are other important components of a brand which have emotional dimensions.
- Rich and intense mental portrayals of a brand incorporate its personality. Research reveals that consumers perceive the same type of personality characteristics in brands as they do in other people.
Furthermore, much the same as with people, they are attracted more to some personality types than others – attractions which are emotion based, not rational. Brand personality is communicated by advertisers/marketer through packaging, visual symbolism, and the types of words used to portray the brand.
- Another important establishment for a brand’s emotions can be found in its “Narrative” – the story that communicates “who” it is, what it means to the consumer, and why the consumer should care. This narrative is the reason for brand advertising and promotion.
But, for consumer, maybe the most essential characteristic for emotions is that they push us toward action. In light of a emotion, humans are constrained to accomplish something. In a physical encounter, fear constrains us to picked between “fight or flight” to guarantee our self-preservation. In our day by day social showdowns, insecurity may make us purchase the most recent iPhone to support our positive self-personality.
After some time, advertisers have created hypotheses concerning why customers purchase. The greater part of these fail by review the customer through the perspective of the item. Advertisers begin with the elements and advantages of an item and conduct consumer research to discover matching needs and motivations. More recently, Internet and digial media organizations included another layer of suppositions to clarify and predict consumer behavior . Their approach sees the consumer through the viewpoint of digital technology. however, they misinterpret information about the activity of online clients just like a valid insight into the customer decision making process.
Customers don’t have a Pavlovian reaction to items and to their advertising programs. Nor do the fundamentals of consumer behavior change to oblige the most latest innovation in digital technology.
An understanding of consumer purchase behavior must be based on knowledge of human emotions and incorporate the fundamental influence that emotions have on decision making and all it is part of emotional advertisement