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Psych4Marketers: Emotions and Advertising

In a previous blog post, I wrote about the impact of emotions on shopping behavior. More specifically, I discussed how an individual’s current emotional state can influence their perception of advertising and other marketing tools. However, emotions are not just something consumers bring to the table; advertisements themselves frequently elicit emotional responses, which the ad creators hope will increase the viewer’s desire to purchase whatever is being advertised. Indeed, there are several “go-to” methods -- appeals to certain emotions -- that are regularly employed. But as the field of consumer behavior advances, more is becoming revealed about the particular limits of these favorite methods. In this post I will unpack three of these methods, explain when and why they are potentially useful and discuss their ultimate limits.

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Posted by Madeline Ford on Aug 7, 2013

Consumer Behavior Psychology and Marketing Advertising and Psychology Emotions and Psychology

ShoppingEmotion

How Emotions Impact Shopping Behavior

You walk into a clothing store, just to browse. A shirt catches your eye and without comparing the quality of the materials or craftsmanship to those of the shirt next to it, and even before fully comparing the styles of the two, you know you want it. It’s just so you. All rational thought (“I already have a few shirts like that one”) seems to go out the window as self-illusory hedonism takes over and you indulge in the purchase.
The above scenario is – most likely – all too familiar and is a perfect example of how we, as consumers making judgments, are prone to rely on our feelings and emotions, while shopping, momentarily letting our cognitive evaluations lapse. Of course, this isn’t always the case – if you’ve put time in research into a decision you won’t be as easily swayed by an alternative option. But, if you haven’t, and there are time constraints on your decision or little other available information, falling back on feelings is our default response.

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Posted by Madeline Ford on Jul 11, 2013

product-market fit products Buying Behavior Nonconscious Motivations Research Psychology and Marketing Emotions and Psychology

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