Effect of emotion reactions on decision making
Consumers can
make effective decision when their emotional reactions determine how they feel
about a particular product (Solomon, 2015). Sometimes, we often buy product
based on some emotional attachment with our family, relatives, or past
incidents without being rational. In eastern society such as Nepal, India,
Bangladesh, emotional attachment with parents or relatives seems deeper than
the western society. So, many businesses have started to connect their product
and services with the emotion of these people. They have started to produce
their ads in such a way that customers started to purchase their product with
respect. For example, amazon.in had produced some emotional ads on the topic of
#MomBeAGirlAgain which has been successful to touch the hearts of millions
people. The demo of that ad can be seen in the link provided below.
After watching
such kinds of ads, many youth will be inspired to take care of their mom and
visit and buy gift from amazon.in to show love for their mom.
According to Roger Dooley,
emotional ads work best rather than rational ads which can be illustrated in
the following image.
According to
him, campaigns with purely emotional content performed about twice as well (31% vs.
16%) with only rational content, and those that were purely emotional did a
little better (31% vs 26%) those that mixed of emotional and rational content.
So, the mixing of emotion in the ads can surely affect consumers’ buying
behavior.
Nowadays, it has been very hard to find out the
organizations which are absent in social media.
During research, the usage of social media also helps the marketers to
know exact need of consumers and what they feel about their products. Many
organizations has been successful to be connected with the emotion of people.
For instances, Facebook had launched “Earthquake safety check” for facebook
user of Nepal during massive earthquake destruction in Nepal. This safety check has helped lots of people to
know the status of victim during that period. Such campaign has helped
emotionally to Nepalese people.
References:-
Solomon, M.R. (2015). Consumer behavior: Buying, having and being.
New Jearsey. Pearson Education, Inc.
Dooley, R. (2009). Emotional
ads work best. In Neuroscience marketing.
Retrieved from
http://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm
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