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.
https://www.youtube.com/watch?v=g6A64L72F-o
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

Comments

Post a Comment

Popular posts from this blog

Principle of Binary Opposition and Its Example

            Claude Lévi-Strauss, father of modern anthropology, has come up with the idea of Binary opposition. According to him, a binary opposition is a pair of related terms or concepts that are opposite in meaning (Swan, 2011). It is the key concept of anthropology, sociology, and structuralism to know how the human being are interrelated with each other, system and the environment and how they work together.  In the society, we can find the concept of binary opposition in each and every sector, for instances, if we found rich person in particular area then poor person also exists in that place. In the same manner, low culture and high culture people stays in the same society. The principle of binary opposition has increased competition among each other and also, has created gap among people leading to prejudice and discrimination (Marinaro, n.d.)            Nowadays, marketers also started to use the principles and concepts of binary opposition to attract more consumers in favo
Read more

High Contest and Low-context Culture

Body language, eye movement, facial expression, conversation style, nuances of life experience differs from culture to culture which makes communication more challenging. So, it is very necessary to understand the context of culture to make the business profitable. Now, let’s define what high context culture actually is. High-context culture can be defined as the means of communication which is primarily broadcasted through the use of body language, tone of voice, or a person’s status (Williams, n.d.). We can find this kind of culture in Asia, Middle East, South America, Africa etc. The people who follow the high context culture emphasize on the interpersonal relationship and trust building is very important for them before starting any business. The people of Asia, Middle East, South America, and Africa preferred groups during learning and solving problems. For instance, people of India, China, and Nepal love to organize the family gathering, host a friend in our home overnight, an
Read more

Ways of Forming Attitudes

Attitude can be defined as the way we feel or think about objects, groups, symbols, events, or person which tend to affect our behavior towards that object or person. For instances, If a person likes J-series mobile of Samsung, then, we can say that he has positive attitude towards that product of Samsung. This will lead him to purchase the product which belongs to behavior aspect. Researchers traditionally believed that we form attitudes in fixed series, i.e. first, we form belief about objects, symbol or group, then, we evaluate them and we take some decisions to do some action.                                                                  Belief/ Cognition/knowledge The first path of attitude formation is creation of belief towards object, event or person. This belief can be inbuilt by processing information i.e. cognitive learning.                                                                                 Affect/feel The effective component of attitude formation e
Read more