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So THAT'S why you can't resist those new shoes: Scientists discover emotion and value are handled by the same part of the brain

So THAT'S why you can't resist those new shoes: Scientists discover emotion and value are handled by the same part of the brain | Radio Show Contents | Scoop.it
Scientists from Duke University have found that this shared link confuses us makes us more likely to impulsively buy things even if we don't need them or can't afford them.
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JENNYHA's curator insight, August 19, 2013 8:25 AM

 

EMOTIONAL RESPONSE

 

Finally, this article proves how we can be swayed so easily by our desires when making a purchase. Emotional responses occur at a subconscious level in the same area of our brain that perceives value.

 

When we come to making purchase decisions, we go through the consumer decision-making process by doing our research and evaluating our alternatives etc to come to a decision. However, when we actually get to the point of purchase, we can find that we make a completely different decision. This can be due to external influences that create emotion at the point of purchase. We want to make rational decisions, but we generally don’t. This highlights how we don’t always do as we feel and that we form our attitudes from our behaviour.

 

This can be ideal for emerging brands that rely on consumers to be easily distracted from attractive stimuli. For large and important purchases, however, it is important to think rationally and not let emotions cloud judgement.

 

This research also reinforces what advertisers have always known – consumers are more likely to value and pay attention to emotionally charged advertising. These emotions can be translated back to the value of the brand and how consumers feel when they think of this brand.

 

Integrated marketing should create an emotional response in consumers as emotions can create value in consumers’ minds. 

Enele Westerlund's comment, August 20, 2013 6:58 PM
I find myself in the same situation most of the time as well. All the research and background information gathering can amount to nothing at the point of purchase due to a re-valuing on the spot. Haha. Emotional response definitely seems like a required ingredient in advertising - and reading the your insights, it doesn't have to be positive emotion. It can be an anti-ad providing a negative emotional connection with a viewer as to not encourage certain brands or services. I guess, the only question I'd have is whether an ad (i.e. tv commercial) be successful even if it is neutrally emotion orientated?
Wenjing Zheng's comment, August 21, 2013 6:58 AM
It is quiet interest to read this article, I found out that “weakens our ability to make impartial judgements about economic value over desire and makes us more likely to impulsively buy things even if we don't need them or can't afford them. “ this situation is happened on everybody. Also from reading this article we can also understanding the important of consumer’s emotion leads consumption of the product. I am agree with Jenny’s opinion about the external at influences that create emotion at the point of purchase.
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John Peterson's comment, December 19, 2015 1:32 PM
I learned something new. Thanks.
Marianne Naughton's curator insight, December 24, 2015 8:54 AM

Merry Christmas To All !!!

Treathyl Fox's curator insight, December 10, 2016 9:07 PM
Officially Merry Christmas!  :)
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