The consumer and the communications: the importance of emotional responses
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The consumer and the communications: the importance of emotional responses
Understanding communication process and consumer behaviour are vital to integrated marketing communications.
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | The consumer and the communications: the importance of emotional responses |
The emotional core of consumer decision-making
PHAM THU NGA's insight:

It's relevant to IMC concept.

Many brands are using emotional impacts through print ads, television commercial or message to create a connection with their consumers and using it as a tool to communicate, engage and gain brand loyalty.


They found out that " Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads."

And also " Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes." 

I really like the statement " A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user"

Zongwu Chen's comment, August 22, 2013 6:41 AM
This article shows how emotions affect customers’ decisions making. It illustrates four elements that influence customer behavior: branding, advertising, research information and studies or knowledge about the brand. In addition, when the emotion comes to television commercial there are two other important elements of the brand which impacts consumers’ emotion: rich and powerful mental of the brand and the brand’s advertising and promotions. These components are the main points that impacts consumer decision making process.
Tiffany Tang's comment, August 22, 2013 10:25 AM
I enjoy reading this article a lot. This article give me understand how emotion can largely affect our behavior on purchasing goods or services. I agree with Didia that advertisement can actually affect on how purchase behavior. I think if the business care about consumer first which i personally is very important, the business will be more successful. Not only advertising but i think the attitude from the staff will directly affect the consumer purchase behavior.
Linda Huynh's comment, August 22, 2013 4:01 PM
Never shop on an empty stomach, your emotions go haywire. Anyways, emotional response are very important when it comes to consumers purchasing products. Their behaviour will ultimately influence on whether to purchase a product or not. This article outlines influences in which consumer seek out when purchasing a product; branding, advertising, research and the knowledge of the brand. In the end, what triggers our emotions can draw us closer to a product or draw consumers away from them, emotional response is important in making a sale.
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Email Marketing Brings On Maximum Customer Engagement !! [Report]

Email Marketing Brings On Maximum Customer Engagement !! [Report] | The consumer and the communications: the importance of emotional responses |
Majority of the marketers believe that this year about 50% of the customers will view the email marketing messages on their mobile, but sadly only 40% of the marketers are ready for the mobile marketing strategy.
PHAM THU NGA's insight:

This article is totally relevant to IMC concept.

I agree with this article that email marketing could be a great tool to increase the customer engagement and it is considerable as a effective promotional strategy for the brand.

It helps to communicate with the consumers , enhance the relationship between the consumer and the brand as well as increase the brand loyalty.

They found out that " Consumers who receive brand updates on email (42%) were more probable to purchase than those who receive in SMS (33%)" and " Majority of marketers believe that leveraging behavioral targeting increases effectiveness"

It's important to understand the consumer behaviour, what their consumer's needs,  how to satisfy that needs, how are they influence by markeing stilmuli at the point of purchase, reasons for purchases, the personality or lifestyle of the consumer and so on.

By emailing the right message to the right target audience at the right time, the brand could greatly influence the consumer decision making.

The consumer once they engage to the brand, they become loyalty to the brand then they will likely only choose the brand over the others. 


Jess Tracey's comment, April 8, 2013 1:00 AM
I agree with your comments about the importance of understanding the consumer in marketing. This is one of the key concepts of IMC - understand the target audience and what their needs and wants are.
Charlotte Johnson's comment, April 8, 2013 4:58 AM
keeping up with your target markets is hugely important for implementing an effective IMC program. brands and marketing managers need to be aware of the new forms of media and the changing tastes of their consumer to target them correctly.