Consumer engagement
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Rescooped by Peter Simunovich from Consumer behavior
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Consumer engagement | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira
Peter Simunovich's insight:
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.
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Yujue Wang 1250401's comment, August 22, 2013 6:02 PM
Thanks for Elaine to share this article!This article emphasize the importance of emotional effect in marketing Emotions determine the likeability more when people purchase products. Firstly, advertising of brand products get recalls from customers' individual experience so that people prefers more of those products. Because the advertising represent from the aspect of customer so they can get easily emotional evolved and become loyal to the story as well as the object of emotions- the products. Secondly, the brands as well as people have the different characters in terms of the advertising methods, the descriptions. Thirdly, the narrative of advertisement is also essential. It represents how the customers can be cared and involve in the story. Therefore the products will be more favorite by the customers. Fourthly, the power of emotion will force people to make decisions since the sense of insecurity dominates people to prefer self-protecting products. At last, the digital medias influences not dramatically to customer decisions. All in all the study of physiology of customers would help to accommodate the flavors of products that customers prefer.
Courtenay Poihega's curator insight, August 22, 2013 8:25 PM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.

 

The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 

 

Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Rescooped by Peter Simunovich from Public Relations & Social Media Insight
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Consumer engagement | Scoop.it

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
Peter Simunovich's insight:

This article talks about the effect that social media is having on consumer engagement. It also shows how brands connect with the consumer through social media. The article goes on to talk about the importance of social media for a brand to have. The largest Social media site is Instergram. "Instergram registers consumer engagement 18 times that of Facebook and 48 times that of Twitter." In conclusion for a brand to get max consumer engagement the use of social media is important and Instergram is the leading one in its market followed by Facebook and Twitter.

 

 

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram