How many times has a feeling made you change your mind about something and you have acted in a different way than you were going to act? Emotions are what move people when making decisions. This great capacity that emotions have to make us act in one way or another is used by brands as a strategy to sell their products. What are emotions? Emotions have been studied for thousands of years, Aristotle did it and Darwin wrote a book about it in 1872: The expression of emotions in man and animals. But the true pioneer in the study of emotions was
Paul Ekman 100 years later, in 1972 he highlighted six basic emotions. Sadness Happiness Disgust Disgust Surprise Fear Gonna Which ended up being 4 according. To the University of Glasgow, which was based on facial gestures and the Belgium email lists used: Sadness. Happiness, anger and fear. In marketing we could say that there are 5 important emotions: Happiness. The goal of any person is always to achieve happiness, in any way. Arousing this emotion in customers accentuates. The commitment they have with the brand, they humanize it more by feeling that positivism. Sadness:
This Feeling Implies the Opposite of the Previous One
But it is also effective for different campaigns. You have to look for conflicting feelings, for there to be a happy ending, many times the story we are telling must start with a sad story. A very clear example would be the announcement of the lottery each year, which usually begins with a sad story to end with the explosion of happiness that winning the lottery means. What is intended with this is that you empathize and have the need to give away that happiness that the lottery implies, avoiding the sadness that, according to the ad, is implicit in not winning it.
Belonging to a group: Human beings have always been social animals, this means that we need to feel part of something, feel integrated within a group. Brands try to create communities within their brand, much like brandlovers , who are proud to be part of the brand and the community that has formed around it. Fear: We must be very careful when using this emotion, misuse can cause the opposite of what we want to achieve in the audience. You have to get the audience to need to use the product to avoid that fear. Anger: No, we don’t mean to feel anger about the product.
but to the Large Number of Campaigns
That are based on some kind of injustice to mobilize the public. Therefore, For example, if your cosmetic brand does not test on animals, campaigning that others do and that it is horrible, will make people decide to buy your brand before those who carry out acts that arouse that anger we were talking about. What is emotional marketing? It is a type of marketing that creates a link between the client and the brand using emotions for it. Therefore, What it tries is that the actions towards the brand’s product are favorable through the feelings that it arouses.