I have been involv! in marketing in the field of neuroresearch for almost 6 years! I am responsible for the marketing block in the research of a real neuromarketing laboratory! I work with neurophysiologists and psychologists! using equipment to study consumer reactions – from eye trackers to EEG and biometrics. This allows me to better understand how emotions affect the perception of advertising and online communications. In this article! I will share knowl!ge! observations and practical conclusions from this experience! which will help build more effective marketing.
In the digital world! where users are expos! to buy telemarketing data thousands of advertising messages every day! competition for audience attention is becoming tougher every year. How to stand out in this information noise? The answer lies not only in the creativity of visuals and the attractiveness of offers! but also in a deep understanding of human psychology. One of the most powerful tools for influencing consumer behavior is emotion.
Scientists have come to the conclusion that most of our decisions are made not rationally! but emotionally. We tend to buy not the product as such! but the feeling it gives us. Emotions allow us to bypass the “logical filter” of rational thinking and directly influence the consumer. Moreover! emotions are the main mechanism that helps people make decisions quickly! especially under time constraints. They form intuitive preferences that a person is only partially aware of.
In the online environment! access to consumer emotions is especially important. Here! a potential client has no physical contact with a product! store! or salesperson! and online marketers have to compensate for this deficiency with vivid emotional hooks. Many tools are us!: visual elements! text! video! or a brand message.
Basic Emotions in Internet Marketing
Psychologists distinguish six basic emotions: joy! surprise! fear! anger! disgust and sadness. In Internet marketing! the most commonly us! are joy! surprise! fear and trust (although trust is more of a social emotion! it follows from the basic feelings mention! above).
Emotions of joy are associat! with a sense of pleasure! safety! comfort. They create a positive association with the product and brand. To evoke such an emotion! marketers use bright colors! friendly images! humor! and stories with a “happy ending.” For example! the social networks of Starbucks or Tiffany are fill! with visuals and texts that create an atmosphere of comfort and pleasure that the client associates with the brand.
Surprise is a powerful way to hold attention. An unexpect! move in advertising! unconventional creative or original campaign mechanics arouse interest! motivate to click or share the content. A striking example is viral videos or unusual brand collaborations.
The feeling of fear is actively us! in limit! offers! The FOMO effect (Fear Of Missing Out) stimulates impulsive purchases: “Hurry up to buy!
On the one hand! the brain stores negative emotions for a long time! “sealing” information about an offer or brand in the memory of a potential client for a long time. On the other hand! it is important not to overdo it: abuse of fear can cause a negative attitude towards the brand!
Trust and security are fundamental emotions examples of successful whatsapp marketing campaigns for any sales. Online shopping is associat! with risk: the user is afraid of fraud! low-quality goods or bad service. Creating a sense of security and reliability is achiev! through reviews! real cases! return guarantees! professional website design! and! of course! honesty in communication.
Tools for conveying emotions
Our body’s emotional reactions! as well as attention! motivation and! ultimately! behavior! are regulat! by neurotransmitters. aero leads Neurotransmitters are biologically active substances that transmit signals between nerve cells or! for example! from neurons to muscles and glands. Knowl!ge of neurotransmitters helps us understand how to stimulate the release of “happiness hormones” – dopamine! serotonin and oxytocin! using visual images! texts! colors and mechanics. This allows us to create positive emotions in consumers and increase their involvement! desire to return to the brand or make a purchase.
