How to build an emotional bond with your customers
Posted: Mon Dec 23, 2024 10:39 am
Buying a fireplace lighter is not usually a big emotional event for most people. But emotions have a much greater influence on our purchasing decisions than we think. This is exactly what clever marketing experts take advantage of and try to appeal to the emotional part of our brain in addition to conveying information based on technical data and facts - even with banal everyday products like a fireplace lighter.
Most of us decide to buy a product like a fireplace lighter because we are looking for an item that will make our everyday life more comfortable and add value to our lives. Based on this knowledge, the manufacturers of said fireplace lighters therefore focus on associating their products with emotions such as relaxation, time with family and friends, closeness japan dating telegram group to nature or a thirst for adventure.
Past experiences shape current decisions
Psychologists have been studying the role that the emotional part of our brain plays in decision-making for years. Marketers have looked closely at these findings to better understand how and why consumers decide to buy a particular product. This emotion-focused approach to marketing is analyzed through psychological studies in books such as Descartes' Error by Antonio Damasio.
The core of all these studies is that emotional motivators play a much larger role in our purchasing decisions than facts and figures about the product or its specific features and characteristics. Even when buying something as simple as a coffee maker, customers want to feel like they have made the right decision, even if price was ultimately the deciding factor.
What are emotional motivators?
Emotions are as complex and varied as the human brain itself. While there are countless types of emotional motivators, the Harvard Business Review conducted a study to define the top ten motivators that explicitly influence customer behavior. According to the study, these include the desire to stand out from the crowd, enjoy a sense of well-being, protect the environment, feel safe, and succeed in life, among others.
This free guide will teach you how to tailor customer experiences to the individual needs of your prospects and customers, and create the best conditions for them to stay loyal to your brand.
Most of us decide to buy a product like a fireplace lighter because we are looking for an item that will make our everyday life more comfortable and add value to our lives. Based on this knowledge, the manufacturers of said fireplace lighters therefore focus on associating their products with emotions such as relaxation, time with family and friends, closeness japan dating telegram group to nature or a thirst for adventure.
Past experiences shape current decisions
Psychologists have been studying the role that the emotional part of our brain plays in decision-making for years. Marketers have looked closely at these findings to better understand how and why consumers decide to buy a particular product. This emotion-focused approach to marketing is analyzed through psychological studies in books such as Descartes' Error by Antonio Damasio.
The core of all these studies is that emotional motivators play a much larger role in our purchasing decisions than facts and figures about the product or its specific features and characteristics. Even when buying something as simple as a coffee maker, customers want to feel like they have made the right decision, even if price was ultimately the deciding factor.
What are emotional motivators?
Emotions are as complex and varied as the human brain itself. While there are countless types of emotional motivators, the Harvard Business Review conducted a study to define the top ten motivators that explicitly influence customer behavior. According to the study, these include the desire to stand out from the crowd, enjoy a sense of well-being, protect the environment, feel safe, and succeed in life, among others.
This free guide will teach you how to tailor customer experiences to the individual needs of your prospects and customers, and create the best conditions for them to stay loyal to your brand.