How Emotions Drive Consumer Purchase Decisions
September 26, 2016
How Emotions Drive Consumer Purchase Decisions
As consumers we like to think that our purchase decisions reflect a rational analysis of the product we are about to buy, in reality there appears to be something else driving the decision-making process: our emotions. Do you think you could be convinced your current phone (with a bit of a clean and a new case) was actually that brand new model you were eager to purchase?
In the weeks leading up to the release of the iPhone 7, as part of a Jimmy Kimmel’s ‘Lie Witness News’ segment, a team took to the streets of Los Angeles to see how many people could be convinced that their current phone was in fact the latest iPhone 7. Surely no one would fall for it, right? Watch it unfold here: https://youtu.be/HxXbrnJ6l4A.
People first make decisions emotionally, and then cognitively post-rationalise them after. For example, someone excitedly thinking that they are holding the new iPhone 7 may rationalise that “it feels lighter” or “it’s much faster”. More worryingly perhaps is the fact that people in the video were actually prepared to pay money for their current phone, thinking they were getting a bargain iPhone 7 for just 50 bucks! Clearly we do not always make rational purchase decisions.
In a world where consumers are bombarded with information and by different marketing campaigns, emotions provide mental-shortcuts to navigate this information – allowing people to make quick consumer decisions. An important characteristic of emotions is that they compel a reaction in a person, and that could be which brand to buy. Creating an emotional connection with the brand is not only important for initial purchases, but also for brand loyalty. Research shows the richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user.
So for a greater chance at influencing purchase decisions, brands need to understand of the power of emotions. Here at BrandHook, we help you investigate these underlying emotional triggers; not just focussing on what people think about your brand but also how it makes them feel and putting this under a microscope.
Written by Amy.