How Emotions Affect The Buying Process
March 28th 2016
The majority of purchases are based on an emotional connection rather than the bare facts, and storytelling is the best way to tap into ones emotions. In order for someone to have an emotional attachment to your brand you need to have a strong brand image and a philosophy that your customers can align themselves with.
A lot of research has been conducted on this subject and Psychology Today has put together a great list showing just some of this research –
- 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 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 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.
Online video content
In this current marketing climate and with the shear quantity of content online it’s getting harder and harder to get, and hold the attention of consumers. In order to have a better shot at attaining this, storytelling through the use of video is a great option, and if you can produce videos with a strong emotive thread running through them then you could be onto a winner.
Video is the perfect medium for emotive marketing because video enables you to bring your story to life through captivating imagery, characters, body language, audio and music.
Patagonia video example
I’m now going to look at a company called Patagonia who has acheived this particulary well.
Patagonia is a manufacturer of outdoor clothing & gear. Their playground is the great outdoors so it makes sense that they would want to do their bit in protecting it. So, in 2013 they launched an initiative called ‘Worn Wear’, this is a pretty daring idea for a clothing company because they want their clothing and gear to be repairable so new items do not need to be bought. Here’s an excerpt taken from their website by their CEO Rose Marcario –
‘As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer. This simple act of extending the life of our garments through proper care and repair reduces the need to buy more over time – thereby avoiding the CO2 emissions, waste output and water usage required to build it.
Why is repair such a radical act? Fixing something we might otherwise throw away is almost inconceivable to many in the heyday of fast fashion and rapidly advancing technology, but the impact is enormous. I tell you this as CEO of a clothing company that despite a deep commitment to responsible manufacturing still takes more from the earth than it returns.’
Part of this campaign involved a video which was played in their stores whilst Patagonia employees were on hand to repair any garments brought in. The video is 27 minutes long which is quite incredible for a piece of marketing but because the emotion is so strong in each of the different personal stories that it tells it keeps you watching and wanting more.
I hope this blog has been of interested and you can see that emotive marketing is one of the most powerful forms of marketing. If you would like to discuss an idea or want more information please call Will or Andy on 01273 911 345 or email [email protected].