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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.


The latest opinion-piece from BrandHook Founder Pip Stocks as recently published on CMO Australia’s online blog:  We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and Continue reading

  BrandHook founder Pip Stocks makes a national television appearance on A Current Affair. In this segment Pip discusses how Katies required a new look to have a chance against international retail brands making it big in Australia. Watch by clicking play on the video below: This video originally appeared on the A Current Affair website. Click here Continue reading

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