When purchasing, we are often guided by our emotions. Whether buying a new car, a piece of jewelry, or just some groceries, we are often influenced by how we feel about something. That’s why marketing and advertising campaigns are so important – they need to generate an emotional response to convince us to buy their products. In this blog post, some points will explore why emotions affect buying behaviour.
Impress our Perceptions
Emotions can affect our perceptions. For example, if we see an advertisement for a new car that is stylish and sleek, we can think of it as a great price, even if it is quite expensive. On the other hand, if we see an advertisement for a used car that is old and run down, we can understand that it is not worth our money even if it is quite cheap.
Our emotions can also affect how much we value certain features when purchasing. For example, if we feel happy and optimistic, we may focus on a product’s positive aspects and ignore the negative ones.
Influence our Decisions
Emotions can affect our decision-making process. For example, if we feel angry, we may be more likely to make impressive decisions without considering all the options. On the other hand, if we are afraid, we may avoid making any decisions. Our emotions can also affect how willing we are to take risks when purchasing. For example, if we feel confident and optimistic, we may be more likely to buy something that is more expensive but has the potential to pay off in the long run.
Target our Memory
Emotions can affect our memory. For example, if we see a commercial for a new car of our choice, we may remember the commercial better than if we see a commercial for a used car that we don’t like. Or, if we go to a store and have a bad experience, we can remember that experience more clearly if we went to that store and had a good experience.
Our emotions can also affect how likely we are to forget about certain products or brands. For example, if we feel happy and relaxed, we may forget the product we saw but did not buy.
Impacts our Social Interactions
Emotions can affect our social interactions. For example, if we feel happy and relaxed, we might talk to a salesperson and ask for their opinion about a product. In contrast, if we are feeling shy and contradictory, we may avoid talking to anyone and go with our instincts. Our emotions can also affect the extent to which we listen to the recommendations of others. For example, if we feel suspicious and unreliable, we may ignore a friend’s advice to buy a particular product.
As you can see, there are lots of ways that emotions affect buying behaviour. And while we may not always be aware of it, businesses are constantly trying to target our emotions so we can buy their products. So the next time you are angry, happy, or scared, remember that your emotions can affect your purchase.
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