Boost Your Emotional Marketing Potential
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Boost Your Emotional Marketing Potential
Understanding Emotional Driven Purchases
Why do customers choose your product? Is it enough to simply offer more benefits than costs to seal the deal? Not always. Consumers are not machines; they are human beings with emotions that ascribe personal significance to your products.
Evaluating Products through Emotions
How do customers assess your products or services? What factors do they weigh before deciding? Emotions play a crucial role, often subconsciously, as consumers utilize six emotional criteria when making purchasing decisions.
Technical Criteria
Technical criteria involve the functionalities of your product. Consumers expect basic functions, so competitive marketing often focuses on extra features and ease of use.
- Does your product perform its core function better than others?
- Have you included additional features?
- Is it easier to purchase and operate?
Economic/Sacrifice Criteria
Price is a critical consideration. Buyers are in a constant tug of war between the benefits and costs of a product. Price can psychologically impact their enjoyment.
- How well does your product meet buyers' needs?
- Is the pricing perceived as fair and socially acceptable?
Legalistic Criteria
Consumers also consider obligations to legal requirements and the preferences of others, such as family members.
- Does your product help users comply with legal standards?
- Can it appeal to a customer's family?
Integrative Criteria
Understanding how a product fits with a customer’s social identity is vital. Products that boost self-esteem are more appealing.
- Does your product help customers express their identity?
- Is it perceived as exclusive or upscale?
Adaptive Criteria
To minimize regret, customers often rely on the advice of experts and peers. They look for guarantees and base decisions on reputations.
- Can you provide expert endorsements or customer testimonials?
- Do you offer strong guarantees, free trials, or samples?
Intrinsic Criteria
Intrinsic criteria relate to the fundamental appeal of your product?"how much it is liked based on sensory experiences.
- What sensory experiences does your product offer?
- Is your product refreshing, alluring, or elegant?
Engaging Emotions in Marketing
Focusing solely on rational behavior overlooks the powerful emotional forces that guide decisions. A high-quality design should win the rational argument, while innovation, strategic pricing, and compelling presentation capture emotions.
The six categories of emotional criteria were developed by John O’Shaughnessy and Nicholas Jackson O’Shaughnessy in "The Marketing Power of Emotion" (Oxford University Press, 2003).
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