Using consumer emotions in marketing — Hometown Station | KHTS FM 98.1 & AM 1220 — Santa Clarita Radio
5WPR Founder Ronn Torossian According to studies, most people tend to rely on their emotions over facts and logic when making buying decisions. This means that when companies create advertising campaigns designed to elicit a specific emotion in consumers, they will be much more influenced in their purchasing decisions. In fact, according to research, some of the most popular ads with consumers across all markets are those that relied heavily on emotional content such as inspiration, friendship, happiness, and warmth. To this end, companies can create marketing and advertising campaigns that can evoke four main emotions in their consumers: happiness, anger, sadness and surprise.
Most brands want to be associated with positive emotions from their customers, and in fact, according to studies, positivity has been shown to increase both engagement and sharing with target audiences. While emotional content is something most consumers tend to share with others in their social circle, positive content is shared far more than negative. In fact, one of the most shared ads in recent history came from Android, which showed clips of unlikely friendships between different animal species in an ad titled “Friends Furever.” Another good example came from Coca Cola, which changed its slogan from “Open Happiness” to “Taste the Feeling”, prompting consumers to refocus on happy people connecting with each other.
torossian Many companies think it’s best to avoid evoking negative emotions in their consumers, and anger is one of those emotions. However, there are specific instances where companies can use anger to motivate people to take action and realize a problem. Most people start to get angry when they see someone being hurt or seeing an injustice. Along the same lines, frustration and disgust are other emotions that companies can evoke in their consumers that will motivate them to ask important questions and take action. However, it’s important to note that successful campaigns that end up eliciting angry emotions in consumers do so with an element of surprise or anticipation. A good example of this came from Always’s “Like a Girl” campaign, which used a slur to grab consumers’ attention and ended up winning multiple awards.
In recent years, as more companies have realized how popular emotional marketing and advertising campaigns can be in motivating people to make a purchase, there has also been an increase in emotional campaigns. and inspiring. Some good examples of this type of campaign include the ad produced by MetLife Hong Kong which featured a daughter describing all the things she loves about her dad, which then morphs into her also talking about all the ways he loves her. lied. . Another example came from the Olympic Games in Sochi, where P&G decided to create a campaign highlighting mothers and the support children receive from them.
The final hard-hitting emotion that can influence consumer buying decisions is surprise or fear. It is a natural instinct that allows people to respond appropriately to various threats while creating urgency and prompting action. Many campaigns have used the emotion of fear to create advertisements aimed at preventing smoking or drinking and driving. However, it’s important to keep in mind that instilling consumer fear is a risky approach, as these types of campaigns can easily be misunderstood by consumers.
Ronn Torossian based 5WPR.