Post by account_disabled on Feb 28, 2024 5:44:02 GMT
Since the time of Aristotle's pathos , emotions have been the prime mover of human interaction. As also analyzed in our article on Neuromarketing and the discovery of the main mechanisms that regulate and direct consumer purchases, decisions are influenced by various factors, including emotional ones. What role do such emotional reactions play in daily life and, above all, how do they impact consumer choice? Etymology can help us. In fact, emotion (ex movere) corresponds to the perception that moves our feelings from an ordinary dimension to a peculiar one. Emotionality significantly influences a decision, in a more direct and immediate way than conscious rationality. In marketing, all this materializes in a cause-effect mechanism: I excite the consumer so that his emotional sphere is stimulated with precedence over the cognitive one.
These sensations, precisely, are capitalized by companies in the sector to Paraguay Phone Number achieve various objectives, including accompanying the customer along the various stages of the funnel , i.e. making the brand or product known, entering the heart of the consumer, thus reaching the sale and obtain the much desired loyalty. Emotional marketing consists of the use of persuasive messages, such as stereotyped images (e.g. the crawling baby) that draw on the most common and shared human emotions, in order to establish a deep and unconditional connection with the public. We often tend to appeal to just one emotion, which may be joy, fear, love, or any other strong enough to influence decision making or prompt action. What makes emotional marketing so effective? Memorability : thanks to memory we can draw on the source of emotions dear to us, emotions that can be relived thanks to the event to which emotional marketing recalls; Sharing : what touches us closely has a greater possibility of sharing (e.g. if I am a new mother, the image of a baby in swaddling clothes will attract my emotions.
The influence on purchasing decisions : advertisements with an emotional contribution "convince" people to purchase to a significantly more effective extent than more rational advertisements without this aspect; Building Loyalty : With an emotional connection to the brand or product, loyalty and advocacy are the reward from the consumer. Therefore, after having briefly observed what makes emotional marketing so important and effective, there is another aspect and segment of the same sector to consider, closely connected to the emotional one: experiential marketing. Founder Bernd H. Schmitt , a professor at Columbia University, describes emotional marketing as “a memorable experience that the customer must have that exceeds his expectations.” In the book “ Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands ”, Schmitt explains how emotional marketing is, by its nature, very close to experiential marketing. Given that a brand, a product must involve the consumer, make him feel comfortable and be part of his purchasing habits, how can this happen? Simply thanks to involvement and even more to identification, factors that can find fertile ground both in factual experience and in the emotional sphere.
These sensations, precisely, are capitalized by companies in the sector to Paraguay Phone Number achieve various objectives, including accompanying the customer along the various stages of the funnel , i.e. making the brand or product known, entering the heart of the consumer, thus reaching the sale and obtain the much desired loyalty. Emotional marketing consists of the use of persuasive messages, such as stereotyped images (e.g. the crawling baby) that draw on the most common and shared human emotions, in order to establish a deep and unconditional connection with the public. We often tend to appeal to just one emotion, which may be joy, fear, love, or any other strong enough to influence decision making or prompt action. What makes emotional marketing so effective? Memorability : thanks to memory we can draw on the source of emotions dear to us, emotions that can be relived thanks to the event to which emotional marketing recalls; Sharing : what touches us closely has a greater possibility of sharing (e.g. if I am a new mother, the image of a baby in swaddling clothes will attract my emotions.
The influence on purchasing decisions : advertisements with an emotional contribution "convince" people to purchase to a significantly more effective extent than more rational advertisements without this aspect; Building Loyalty : With an emotional connection to the brand or product, loyalty and advocacy are the reward from the consumer. Therefore, after having briefly observed what makes emotional marketing so important and effective, there is another aspect and segment of the same sector to consider, closely connected to the emotional one: experiential marketing. Founder Bernd H. Schmitt , a professor at Columbia University, describes emotional marketing as “a memorable experience that the customer must have that exceeds his expectations.” In the book “ Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands ”, Schmitt explains how emotional marketing is, by its nature, very close to experiential marketing. Given that a brand, a product must involve the consumer, make him feel comfortable and be part of his purchasing habits, how can this happen? Simply thanks to involvement and even more to identification, factors that can find fertile ground both in factual experience and in the emotional sphere.