Marketing: It’s the Emotion, Stupid
As humans, we like to believe that we are rational beings. We pride ourselves on being logical and making decisions based on reason. But the truth is, we are not as rational as we think we are. In fact, when it comes to marketing, our emotions play a much bigger role than our logic. Marketers understand this concept very well and use it to their advantage to influence our decision-making.
From buying a new car to choosing a brand of toothpaste, emotions play a significant role in our purchasing decisions. We may justify our choices with logical reasons, but the initial attraction was likely triggered by our emotions. As much as we hate to admit it, we are not so different from the cavemen who made decisions based on their survival instincts rather than logic. It is high time we acknowledge this truth and understand how marketing plays on our emotions.
One of the primary reasons why emotions are so influential is that they are hardwired into our brains. Our brain is divided into three parts: the neocortex, the limbic system, and the reptilian brain. The neocortex is responsible for our rational thinking, the limbic system for our emotions, and the reptilian brain for our survival instincts. The limbic system, in particular, is highly active when it comes to decision-making, and it is also the part of our brain that is most susceptible to marketing tactics.
Marketers have been utilizing this knowledge for decades to create emotional connections with their target audience. They understand that a message that appeals to our emotions is more likely to stick with us and evoke a response. Take, for example, the famous Coca-Cola Christmas adverts. Instead of focusing on the product itself, they evoke emotions of warmth, happiness, and togetherness, making us associate those feelings with their brand. This creates a strong emotional connection, making us more likely to choose Coca-Cola over other brands.
Another way marketers tap into our emotions is by creating a sense of urgency. Scarcity marketing is a commonly used tactic where a product is advertised as limited edition or available for a limited time only, creating a fear of missing out (FOMO). This triggers our emotional response to act quickly, resulting in impulsive purchases. This technique is often used by fashion brands and online retailers, and it has proven to be very effective.
But it’s not just about creating positive emotions; negative emotions are also powerful. Fear-based marketing is used to make us feel worried or insecure about a specific issue, product, or service, making us more inclined to take action. Think of insurance companies highlighting the risks of not having their services or skincare brands playing on our insecurities to sell their products. These types of marketing techniques are prevalent and can be seen in various forms across different industries.
It’s not just about the emotions we feel in the moment, either. Our emotions can also be triggered by our memories and associations. This is why brands invest heavily in creating a distinct brand identity with catchy slogans, jingles, and memorable logos. These elements create an emotional connection with the brand and make us feel a certain way every time we see or hear them. This type of emotional branding is why many of us are loyal to certain brands, even when there are similar, if not better, options available.
Furthermore, emotions can also be influenced by social proof. This is the concept that we are more likely to do something if we see others doing it. For example, the success of influencer marketing is driven by this very idea. When we see someone we trust and admire using a particular product, we are more likely to be influenced by their recommendation. Similarly, testimonials and customer reviews play on our emotions by showcasing how others have benefited from a product or service, making us more likely to try it ourselves.
So, what does all of this mean for consumers? It means that we need to be aware of the emotions being played on us and learn to make more informed decisions. As consumers, we have the power to control our emotions and not let them dictate our choices. We should not make impulse purchases based on emotions but instead take a step back and evaluate if the product or service is genuinely beneficial to us.
As for marketers, this means understanding the psychology behind consumer behavior and using it ethically. While emotions are powerful, they should not be exploited to manipulate people into making purchases they don’t need. Consumers are becoming more aware and
