Decisions are forever being made by consumers when they purchase products or services. And although it’s well known that cognition plays
a key role in the decision-making process, it might come as a surprise that
emotion also plays a role during
this process, and there’s plenty of research to back this up.
So without further ado, here are some of the highlights of
The importance of
Research has found that individuals who experienced brain
damage to the areas of the brain associated with emotional processing find it
extremely difficult to make decisions. And this doesn’t just come down to big
decisions, such as buying a house or changing jobs; it affects smaller
decisions too, such as what to eat for lunch.
Usually in these cases the individuals have experienced no
change to their intellect or problem-solving abilities, demonstrating that
their ability to make decisions cannot be explained by problems associated with
logical reasoning or memory. In light of this, some researches have concluded
that emotion is extremely important
when it comes to making decisions.
Emotion vs. Cognition
In further research recently carried out, it was discovered
that when presented with a decision that has both positive and negative
evaluations, people are more likely to go with their emotional evaluation
instead of their cognitive evaluation. For example, when presented with a doughnut,
the positive evaluation would be ‘delicious’ or ‘delightful,’ while the
negative evaluation will be ‘unhealthy’ or ‘fattening.’ In this situation, the
positive evaluation is more likely to influence the decision-making process due
to its emotional nature, and the individual is more likely to choose the
This process directly relates to consumer behaviour. When
deciding whether or not you should purchase something, there is always a positive and a negative evaluation involved. So, if the consumer feels more
positive emotions towards a product, they are more likely to purchase it.
However, if the consumer feels more negative emotions towards the product then
they are less likely to purchase it.
Emotion vs. Brands
Consumers’ emotions are also important when it comes to
brands. Consumers can have very strong emotional ties with certain brands, and
when brands do evoke emotions in their consumers, those emotions influence
further brand related decision-making.
For example, individuals who are emotionally connected to a brand are more likely to continue to make decisions in favour of that
brand, even if evidence suggests that an alternative decision would be better. This
suggests that consumers who feel strongly affiliated with a brand will be more
likely to forgive them if they make occasional failures, such as quality or
cost issues. The conclusion we can make from this is that it’s essential for
brands to focus on strengthening their ability to evoke positive emotions in
their following, as this in turn will strengthen their emotional connection
with their consumers.
It’s clear to see that emotion is a dominant factor in the
decision-making process, particularlybetter relate to your customers through emotional marketing as this will definitely impact positively
on your sales.
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