Emotions drive buying decisions

Emotions drive buying decisions

April 2nd, 2013

New research shows the emotional value brands offer via their product overwhelmingly drives customer preference. It may come as a shock that almost 25% of respondents' buying decisions rely upon the emotional pleasure that having a product brings, but research from Creston Limited "Brand Enrichment" shows just that.

 

The other emotions that affect consumer choices are:
 
Confidence 17%
Status 14%
Responsibility 14%
Effectiveness 11%
Individuality 9%
 
It's important to note that priorities are different for different demographic groups. Men place higher value on status (16%) and pleasure (26%), while women are more prone to marketing addressing their sense of confidence and security (22%).
 
This sheds a completely new light on how brands should construct their calls to action. Do the findings of research correspond with the marketing messages we're barraged with in email and social each day? Hardly. Most offers continue to refer to our supposed craving for super deals.
 
Women seem to be easier to approach and “seduce”. Anything that appeals to their sense of group identity, comfort and security has a chance of grasping their interest and enthusiasm.
 
As research claims, men are in general more difficult to influence. Brands need to show more creativity and inventiveness to appeal to their emotions. It gets easier if they push status and pleasure buttons. Mix it with concrete examples or add a tint of challenge and you’re on the right track.
 
In our competitive market price is no longer the ultimate winning factor. You need to go further. Try offering peer recommendations, exclusive deals and foolproof solutions for women, or challenges, adventures, and status symbols for men. This is where the emotional connection with brand begins.
 

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