The Marketing Science behind Customer Emotions

“To awaken human emotions is the highest level of art.”- Isadora Duncan.

 

The first impression has always been the last impression. Brands are now using emotion as a factor to drive awareness. This first impression forms in a matter of seconds, and the same goes for the marketing emotions to drive impressions for a brand.

 

Emotional marketing usually means the marketing or advertising efforts created from human emotions to push the audience's interest, remember, and convert. The concept of marketing through emotional awareness has not always been the case with brands before. Modern-day consumers have been educated and better equipped to research broadly. As consumers are now flooded with countless ads regularly, brands are trying to stay relevant in the market with the help of emotion-oriented campaigns. Ads that make consumers purchase and share their experiences with society come under this emotional marketing.

 

There are four basic human emotions that brands usually target- happiness, sadness, fear, and anger for their marketing campaign to be successful.

1. Happiness: When consumers come across any content that brings a smile to their faces, they share the same content with others to transfer the same emotion to them. And these sharings increase brand awareness. Generally, brands focus on happy images more than sad ones to create a positive bond between them and consumers.
2. Sadness: A set of images that carries sadness brings empathy and inspires the consumers to take action. Generally, advertisers use those images to connect and build trust among consumers as a by-product of the increase in sales.
3. Fear: Fear is the human emotion that creates the urgency to act. Advertisers usually use this fear factor by emphasizing the danger or risk involved in the message to prompt consumers to take action.
4. Anger: Angriness is always treated as a negative emotion, but this has an element of sudden spark and curiosity. Advertisers exploit this emotion to bring that curiousness and virality to the brands.

 

Along with these, two more emotions trigger consumer behaviour- surprise and disgust. Disgust, usually treated as a negative emotion, bring shockingness and controversiality to the marketing campaign to gain more attention. Whereas surprise, treated as a positive emotion, brings the element of amazement to a marketing campaign.

 

There are many ways to market a brand or build a connection with the targeted audience and emotion in the market.

 

• The most crucial step before any marketing activities is knowing the audience and their recent preferences. Deep research about the audience will not only help the business in its marketing strategy but also save time in figuring out the emotions to be targeted.
• Establish different psychological communities for different emotions to create a sense of excitement and loyalty before any marketing activities so that the time for acceptance will be less.
• Storytelling is the oldest story in the book of marketing. Regardless of the emotional situation, a perfectly positioned story brings raw emotions through narration and makes the audience emotionally involved in the brand story.
• The ultimate indicator of a marketing campaign's success is when the audience feels involved with the brand image. To achieve that, speak directly with the audience, encourage them to share their experiences with the brand, build two-way communication, and drive engagement.

 

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