Buying is emotional... #30

Adrian Dionisio - business737 owner
Aug 20, 2021
4 min read

Updated: Dec 1, 2024

puppies snoozing — Emotion and feelings drive buying decisions

Common sense may suggest that people purchase through logical and informed decision. Well, no they don’t. This report will highlight how buying is actually a process that is highly driven by emotion and feelings.

As a business owner it is very important to acknowledge and embrace this idea. It can have a tremendous impact on your marketing, sales, lead generation and conversions. Understanding this concept can dramatically increase your revenues and profitability (read more). This article will highlight how we buy feelings and how emotions are the foundation upon which decisions are made.

Emotions drive decision making

The role of emotion in purchase decisions is well documented. Harvard research studies concluded that 97% of purchasing decisions are emotional.

In the words of Neuroscientist Antonio Damasio;

“We are feeling machines that think”

mother and daughter embracing — "We are feeling machines that think"

Decisions are driven by the subconscious mind, by urges, the biggest of which is emotion. Understanding human psychology in this way is important for your business activities.

For example, these concepts become very relevant when analysing purchasing choices and reasoning. It is important to know and understand the needs and wants of our customer. When we have greater understanding, we can provide better value and service. This, as business owners, this is our primary aim.

Studies show that people whose brains are damaged in areas that generate emotions are incapable of making decisions.

Neuroscientific research with Functional Magnetic Resonance Imaging (fMRI) showed that when evaluating brands, consumers primarily use emotions rather than anything else. Multiple studies confirm that emotions towards a business or brand have by far the greatest influence on consumer loyalty. As hard as it may be to believe, decisions are not based on attributes and facts.

Logical thinking only serves to justify our emotional choice.

No matter how hard we try to be logical, our emotions sneak in and influence our decisions. In this way many claim that logic is driven by emotion. The more emotionally committed your buyers are, the harder they will work at the logic needed to validate their purchase choice. Research from University of Illinois suggests our emotions stem from 4 core feelings; happiness, sadness, fear and anger.

dog with floppy ears snoozing — Emotions validate decisions

What does this mean for your business?

Any business can optimise their marketing by speaking the language of emotion and feeling. As humans we are driven by feelings, so marketing activities should aim to engage and impassion through emotional interaction. Communicate the predominated emotions and benefits associated with your business's offering;

Self-Worth
Acceptance
Status
Connection
Glory
Adventure
Love
Relationship
Sexual Desire

It’s all about what the customer wants, needs and desires. All of these are, to a huge degree, based on emotion. It is logical therefore that marketing activities that appeal to the emotions will be more successful in satisfying these perceived wants, needs and desires

Benefits matter more than features, so, communicate the emotions associated with your brand, product & service.

Successful marketing appeals to the senses. Colours, words, messages should be emotive and engaging . It’s very important to create and experience and feeling. These all play such a huge part and will ultimately make your brand stand apart from the competition.

Note that there also exist universal needs and desires which are intangible and often unspoken. You can be sure to appeal to a wider audience when targeting these. They are as follows;

Comfort
Acceptance
Power
Freedom
Control
Love

Think of the most successful adverts. Furthermore, think of your favourite ones. Do they not appeal to many of the desires listed above? They are common to nearly all of us, so make sure you are including them to fine tune your marketing and lead generation campaigns.

Hand touching rain drenched surface — Communicate Feelings

Aim for an Emotional Response

We have seen how emotions drive factors that come into play in a buying decision. Think how these can be reflected in your content. This will drive higher engagement. An emotional response to an advert is more influential on intent to buy than content. Yet so many websites, ads, communications just list the services and attributes and same old formats that are destined to fail. Stop with that right now. Today. This second.

The Advertising Research Foundation research concluded that “likeability” is the measure most predictive of whether an ad will increase brand sales. Once again, it cannot be overstated, it is important to highlight the emotional components of a brand. Personality and narrative are so very important. Don’t forget this is also reflected and communicated through packaging , visual images, copywriting and many other facets of your marketing.

Now you can understand why we often decide to pay more for brand name products. Emotions are the primary reasons. IT is the emotional connections to the big brands. Emotional connections established through branding and advertising that inspires, engages and triggers certain feelings. The best brands have a profound knowledge and understanding of human emotion and the influence that emotions have on decision making.

red baby shoes — Effective marketing triggers emotions

Try not to forget emotions in your marketing, even when promoting products or services that require logic and rational thinking. Emotion is the key to establishing connection. There are also an array of feelings that can effect emotional purchase ;

Envy
Love /sentiment
Pride
Imitation
Fear
Pleasure

Think of how to use these in your marketing to become more engaging. Pay attention to headlines because this is where you immediately need to engage and capture attention. Add a little humour if possible or evoke a sense of awe.

Images evoke a great response so use them to encourage a mindset for purchases. Make people feel good, happy, proud, wanted and they will connect you to your brand. Remember, feelings not facts. I will say it again, feelings not facts. Some important points for you to consider in your marketing and lead generation campaigns

Appealing to the feelings of your customers will boost leads and conversions. It is the most effective form of marketing and advertising. Target hearts not heads. Create a sense of inspiration, connection and sense of belonging. It’s not about listing features and benefits, rather, feelings and benefits. Always ask what is the emotional response achieved by using this product? Communicate this. And keep in mind the following truths;