It is also important to recognize that many different outside factors affect consumers' emotional responses to advertising. Consumers' brand loyalty to products, for instance, can be either a hindrance or an advantage for ...
This article is talking about the emotional factor can be a significant role in consumers’ purchasing or decision making process, it will guide the overall decision making, thus for advertisers they could effectively use the emotional responses from consumers to influence their decision making. This article explain this through three aspects, they are emotion and logic, outside factors and emotional appeals in all types of ads.
From the first aspect, the emotional responses will help shape the brand perception, and consumers’ response is depending on the emotion of the advertising, thus, advertisers should evoke the positive emotion from consumers.
From the second aspect, there are some outside factors will affect consumers’ emotional responses, like the brand loyalty, memory. Those factors could be the hindrance and alos advantage for advertising. So the advertisers should be more creative in their approach of ad strategy.
From the third aspect, for all types of products and services, advertisers could use many different emotions to appeal to consumer. The author use a few examples like Benz and hospitals to explain that the businesses are most care about how consumer feel about and their emotional responses, and them influence their decision making process.
Overall, depending on the importance of emotional responses, the advertising with emotion will effectively connect the consumers and the brand.
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