Many people think that making the decision to purchase is made solely based on their need, ability, and willingness to purchase an item. However, the reality is that emotions play a huge role in purchase decisions. Job loss, breakups, or other emotional events can trigger us to make irrational purchases.
Almost anything can make us feel good, which increases the likelihood of making an impulse buy. Many people make purchase decisions based on how they feel.
Emotions are an important driving force in making buying decisions.
From a consumer perspective, emotions are a crucial driving force when making buying decisions. In most cases, they're the primary driver. From a marketing perspective, understanding the role of emotions in purchasing is essential to success. If you know what elicits your customers’ emotions and how to tap into them, you’ll have a better chance of winning them over.
Many companies are now replacing salespeople with "chatbots" to help customers find the things they want. However, chatbots are not able to empathize with a customer's situation and make them feel good about their purchase - something salespeople have been successful in doing for decades. In order for customers to make a purchase, they need to feel good about themselves, and this can be difficult when they can't talk to a salesperson face-to-face.
The idea that there is only a limited supply of something drives people to buy.
In today's world, there’s a much higher level of competition than 25 years ago. Consumers are much more aware in the online marketplace of the prices that different vendors offer. In this competitive environment, it’s imperative for companies to find out what drives people to buy their goods and increase the appearance that there is a limited supply of those goods. One popular method is to say “limited time offer” or “special offer.”
Many people believe that there is only a limited supply of goods, so they buy as much as they can to secure their share. For example, some people purchase large quantities of food and water because they think that the world will end soon. This way, they may have more than others who buy less.
How do emotional buying motives drive customer purchases?
From the moment we enter a store and catch a whiff of freshly baked bread, to the peaceful feeling of finding that perfect item at the end of a long day, our emotions can impact our buying decisions.
Companies that understand this emotional connection and find ways to satisfy it will be more likely to sell products and services than those who don't.
What are the emotional drivers of purchasing?
How we feel about an experience shapes the way we evaluate it. This is true for all stages of the process, from first impressions to final purchase. People who are happy and excited about a purchase will not only be more persistent in the face of barriers but also more satisfied with what they buy. The opposite can be true as well: those who are feeling frustrated and negative about a purchase may abandon their search for alternatives and instead simply settle for what is available.
For years, most marketing and research have focused on what consumers buy and why they buy it. However, more and more companies are beginning to realize that consumer behavior is driven by the emotional needs of the customer rather than just logic. Understanding what drives people emotionally can help companies better connect with their potential customers.
There are four major emotional drivers of purchasing:
Consumers are more likely to buy products that they believe will have a positive impact on their world.
It’s quite common for consumers to buy products that they believe will have a positive impact on their world. Consumers like to know that what they are consuming is not only good for them but for others as well. Foods with healthier ingredients and products created by companies with environmentally friendly practices are all examples of the trend towards socially conscious consumption. These types of products usually appeal to Millennials and younger generations who spend more money on shopping, according to a recent study.
There are many times in which consumers are faced with the decision to purchase a product. How they feel about the product's environmental impact can greatly affect their decision. Whether it’s buying a new product or trying to fix an old one, there are many things that can affect someone's decision whether or not something will have a positive impact on the world. With so many people being environmentally conscious nowadays, companies are starting to take notice and make changes for the better.
Strong brands often bring up powerful emotions in consumers.
There are many strong brands that evoke powerful emotions in consumers. For example, Anheuser-Busch and Apple incite deep feelings in people who love these brands. Whether it’s nostalgia, satisfaction, or pure gratitude, these brands have a significant impact on our emotional state. Even people who have not experienced using the products are affected by the brand's perception of their lives. Blogs and social media are now determining what products are important according to what specific group they feed into.
A strong brand can evoke powerful emotions in consumers. The power of the brand is often the reason why products and services are so successful, and sometimes even define a generation. When people pick up a Coke or Nike product, they know what they will get without having to directly experience it first. Brands like these often speak for themselves and don't need any words to convince loyal customers to buy them.
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