Emotions and e-consumer purchasing decisions
The fight for consumers on the Internet forces the use of increasingly new, more effective methods that appeal to the consumer's subconscious.
The tools used in e-marketing manipulate the mind - hidden advertisements are created that seemingly have nothing to do with the promotion of specific products, services or companies.
The Internet offers many opportunities to promote vietnam b2b leads products and brands, which is why consumers are saturated with standard messages and do not respond to them.
It has been discovered that the message that affects our emotional attitude is the most influential and memorable. In 87% of purchases, emotions influence the cognitive and decision-making processes of consumers.
What are emotions
Emotions can be defined as a state of perceptible movement of the mind. They appear when a specific stimulus that we encounter has a meaning for us (positive or negative). Emotional processes play a significant role in people's lives, they allow us to organize reality and facilitate orientation in the surrounding world. In the field of studying emotions, the following elements are important:
sign of emotion (positive or negative)
intensity of emotions
The role of emotions in making purchasing decisions
Thanks to emotions, we are able to classify products and evaluate them from different angles. During advertising activities, personal processes are triggered in each individual, thanks to which the cognitive evaluation of the promoted product takes on individual characteristics. This is related to personal experiences, preferences, personal characteristics. Individuals may associate positive memories with some aspects, while others think about the same issues with reluctance and resignation.
Therefore, attempts are being made to create a comprehensive advertising message on the Internet that is not only memorable, but also evokes positive emotions .
The key to marketing activities is the skillful influence on people in terms of emotions such as:
fascination
surprise
fault
shame
anger
contempt
fear
bow
hate
sadness
excitement
playfulness
bliss
joy
membership
pride
compassion
affective love
romantic love
sexual desire
gratitude
sentimentality.
These emotions were identified as extremely important in advertising activities by D. MacInnis and R. Westbrook . The collection of these 22 emotions was created for the needs of research on emotions related to reactions to advertising.
In evoking emotions with an advertising message, the aim is for the messages to cause the advertisement to be strongly recorded in memory, to identify with the advertisement and to create lasting consumer connections with a specific product. Advertisers try to create a message that will make consumers feel motivated to own a specific thing or service and will associate the possibility of satisfying specific needs and experiencing expected emotions with its possession. Advertising must therefore affect the subconscious and emotions of the consumer to such an extent that they associate specific emotional experiences with a specific product.
Using emotions in promotional activities
Negative emotions - if we come across a website promoting support for animals in a shelter (such as the PustaMiska.pl campaign), we will certainly feel sympathy for the most part. We will feel sad thinking about hungry animals and, under the influence of the atmosphere associated with it, we will click on the bowl in the middle of the website, thereby contributing to improving the situation of dogs. The income from one click is insignificant, but many clicks can already help the animals significantly. As you can see - the message is not dry information that dogs need help. It appeals to our emotions and therefore it is very likely that we will return to the website again to systematically help the shelter. The sight of a dog looking at us with sad eyes and asking for some food affects our emotional attitude. Negative emotions are very effective and are used with good effect in various social and aid campaigns.
Positive emotions - here we can mention, for example, elements of advertising referring to sex. They are used to attract the attention of Internet users and very often fulfill their functions. Often, articles or websites that have nothing to do with the scope of sexuality are promoted using bold visualization with sexual content or through photographs of very attractive people. Using sex in promotional activities turns out to be highly effective and it does not matter whether it is an advertisement for condoms, motorcycles or perfumes. Sex is associated with positive emotions and pleasure - associations related to it therefore build an emotional attitude of the consumer that is beneficial for advertisers. On the web, we have plenty of every type of advertisement and promotional activities - including those referring to the sphere of sexuality. Bombarding Internet users with an excess of information forces companies that want to use knowledge of this manipulation technique to skillfully use knowledge. It is not enough that the advertised product is presented by a beautiful woman or a handsome man - it will also be necessary to arouse curiosity with the message, a hint of mystery. In this way, specific emotions will be associated with the advertised product for a longer period of time, and its purchase will be associated with emotional experiences. The arousal aroused by eroticism and references to the sphere of sex play a helpful role in the process of memorization - as Internet advertising specialists certainly know.
