Have you ever eaten an entire bucket of ice cream or a whole bag of chips because you felt bad? Or decid to treat yourself to something nice because you were proud? You probably have, and you are not the only one. What you experienc is the influence of an emotion, which l you to make a certain decision. You can probably imagine that if you, as a marketer, know how to play on that, you can achieve great results. You can read how to apply emotional marketing in this article.
People are emotional beings. Our decisions are largely driven by unconscious thought processes and emotions. In an earlier blog article on Frankwatching I already describ the how and why of these unconscious processes. In that article I mainly talk about heuristics, but there are more mental systems that unconsciously influence our decisions. One of the most important of these is our emotional system, or the extensive amount of emotions that we experience.
What do you gain from this article about emotional marketing?
In this article I will describe how our emotional system influences our actions and how you can use this in your marketing. To do this I will first delve into the theory, so that you get a good basis to understand emotions from a marketing point of view. Then I will tell you how you can evoke a certain emotion and to which type of behavior which emotion motivates. For an overview of this you can use the table in the article. You can use it freely.
Here are the key takeaways from this article:
Every emotion has a trigger: an event that can evoke the emotion. Incorporating such a trigger into your communication can help you evoke certain emotions.
Every emotion also has a behavioral motivation, the concrete behavior that the emotion calls for. Successfully calling up the emotion with a trigger can increase the likelihood of that behavior.
Use the table from the article to find the triggers and behavioral motivations for each emotion.
What is an emotion?
First, I will give you a theoretical basis about emotions. An emotion can be seen very briefly as an unconscious physical reaction to a certain stimulus. You perceive a certain trigger and on the basis of that, a number of things happen in your body. This makes an emotion something different from a feeling, despite the fact that these two saint kitts and nevis email list 10828 contact leads names are often us interchangeably. You get a feeling as a result of the emotional reaction in your body. The resulting emotion then ultimately motivates a certain type of behavior.
How does an emotion come about?
If you boil it down to a very basic level, an emotion is a physiological cause-effect relationship that is set in motion by a stimulus. A follow-up question that is relevant for emotional marketing is how how to use ga4 for seo: google analytics best practices we link an emotion to a specific stimulus. According to this article from the authoritative Journal of Personality and Social Psychology, we unconsciously make an assessment bas on the following dimensions for every stimulus we encounter:
Valence: whether the stimulus is experienc as pleasant or alb directory unpleasant.
Expect Effort: How much effort do you expect to have to put in to change the situation to your own advantage?
Certainty: How confident are you that you will succe in turning the situation to your advantage?
Control over the situation: are you in control of the situation or is the situation controll by external factors over which you have no influence?
Responsibility: are you responsible for the situation that has arisen or was it caus by others?
Attention: To what extent do you pay attention to the stimulus? Do you ignore it or do you give it your full attention?
After the stimulus has been assess on these dimensions, an emotion is link to it. For example, if there is a negative valence, high expect effort and low certainty and self-control, then that stimulus will generally elicit fear.