Emotional Marketing: Excite to Sell

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Since the time of Aristotle's pathos , emotions have been the prime mover of human interaction.

As also analyzed in our article on Neuromarketing and the discovery of the main mechanisms that regulate and direct consumer purchases, decisions are influenced by various factors, including emotional ones.

What role do these emotional reactions play in everyday life and, above all, how do they affect consumer choice? Etymology can help us.

In fact, emotion (ex movere) corresponds to the azerbaijan phone number data
perception that moves our feeling from an ordinary dimension to a peculiar one. Emotionality significantly influences a decision, in a more direct and immediate way than conscious rationality. All this in marketing materializes in a cause-effect mechanism: I excite the consumer so that his emotional sphere is stimulated with precedence over the cognitive one. These sensations, in fact, are capitalized by companies in the sector to achieve various objectives, including accompanying the customer along the various phases of the funnel , that is, making the brand or product known, entering the heart of the consumer, thus reaching the sale and obtaining the much-desired loyalty.

Emotional marketing is the use of persuasive messages, such as stereotypical images (e.g., a crawling baby) that tap into the most common and shared human emotions, in order to establish a deep and unconditional connection with the audience. Often, the tendency is to appeal to a single emotion, which can be joy, fear, love, or any other strong enough to influence the decision-making process or prompt an action.