Communicating with customers: the importance of emotional responses
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In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake (Pt. 2)

In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake (Pt. 2) | Communicating with customers: the importance of emotional responses | Scoop.it
Content - In Part 1, we began the examination of how emotion and logic operate in the buying cycle, and we covered what sort of content to produce for the Awareness stage. ...
Jacinda Morgan's insight:

This is the second part of the article "In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake" which discussed the first stage (awareness) in the 5 stages of the buying cycle. It states that people put more logic into their purchasing decisions these days with help from the internet. The article goes on to discuss the next 4 stages. The second stage (interest) states emotion isn't as important and consumers are after logical content once the initial attention phase is over. They are willing to dedicate more time to the offering therefore need more logic-based information. The evaluation stage is when logic becomes very important - the more complex a buying decision, the more logic is involved. The 4th stage (loyalty) is when emotion is high. Fears and anxiety about the purchase re-emerge so it is important to maintain a relationship with the consumer post-purchase. It is also said this is where the logic based side starts to increase - consumers will use the internet to find out more about an offering on a wider and deeper level.

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Scooped by Jacinda Morgan
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In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake (Pt. 1)

In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake (Pt. 1) | Communicating with customers: the importance of emotional responses | Scoop.it
Content - The saying people buy on emotion and rationalize with logic has been around so long that people rarely question it. But in content marketing, you need to question it. Otherwise, ...
Jacinda Morgan's insight:

This article suggests that people no longer 'buy on emotion and rationalise with logic'. This idea has become old fashioned and people are beginning to think with their heads when it comes to purchasing. Although emotion still plays a part in purchasing decisions, the use of the internet has allowed consumers to find content at their leisure (as opposed to earlier times when consumers could only be reached through traditional media). The article goes on to discuss the 5 stages of the buying cycle; awareness, interest, evaluation, purchase and loyalty. As this was only part 1 of a 2 part article, awareness is the only stage discussed. It is stated that at the first stage of this cycle (awareness) emotion is at its highest and logic is at its lowest. Emotion is important at this stage because it attracts consumers attention and also increases memory. Consumers aren't willing to invest alot of time into an offering at this stage as they haven't established an emotional connection yet. 

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