Ever gone to a shop, and bought something that you were not intending to buy just because the sales lady/man managed to convince you that you need that product…yes? Me too. Or went to a shop to buy a specific product only to leave with another because the sales lady/man managed to convince you that the grass is greener on the other side? And moments later you walk out of the shop and wonder what just happened… better yet have you watched an advertisement or come across a poster of pizza or scrumptious burgers and instantly felt hungry and it drove a need to go and get the pizza or burger. …well… the vast majority of marketers aren’t psychologists, but many times successful marketers employ psychology in appealing to consumers.
Consumers in making judgement we are prone to rely on our feelings and emotions, while shopping and fleetingly let our cognitive evaluations lapse. Definitely, if time has been put into research before the decision to purchase one will not be as easily swayed by an alternative option. But, in presence of time constraints on your decision or little other available information, falling back on feelings is our conventional response.
The emotion of fear has been shown to have a powerful influence on consumer behavior (Boster and Mongeau 1984; Rotfeld 1988). Most prominently, fear can be effective in advertising contexts by persuading consumers to engage in certain activities in order to avoid fearful outcomes. .
Interpersonal research has shown that when people feel scared, they are more likely to seek out affiliation with others (Sarnoff and Zimbardo 1961; Schechter 1959). For example, individuals who experience a fearful event together e.g. a natural disaster or a terrorist act may display solidarity and group cohesion and demonstrate stronger attachments with those who were present during the experience (Fried 1963; Moore). If the experience of fear can lead to emotional attachments to other individuals, it may also be that it can lead to emotional attachments to brands
Fear influences the consumer behaviour in both positive and negative ways for a product or service. Fear can be used to influence us into doing things that are actually good for us, such as the fear invoking advertisements and warnings on sexually transmitted diseases influence purchase of contraception…videos of car accidents caused by drunk driving can be used to invoke fear and reduce driving under the influence.
Consumers want to be happy and marketers are increasingly trying to appeal the consumer’s pursuit of happiness. A happy and pleasurable shopping experience at a store leads to Store loyalty; when one passes by such a store, he remembers the past pleasurable experiences and gets inclined towards entering the store and buying something even if a person does not intend to shop; it leads to an impulse purchase. Or a good experience of customer service will make a consumer loyal to a restaurant.
The emotion linked to a product or brand is important, an example is “red bull gives you wings” this product is associated to an exaggerated level of happiness, thus triggers a buying decision from a consumer seeking to feel hyper or happiness.
Similar reactions can be expected when people go down memory lane and get nostalgic, about purchase of certain product/service offerings and brands. Nostalgia brings back the sentimental longing for a personal experience or past feeling, thus consumers prefer to buy brands which they bought as children with their parents
Feelings of doubt and uncertainty can easily lead to switching of brands in the event that a cheaper substitute comes up or a more attractive product is introduced to the market. Movie trailers are used as vehicles to market a movie, trailers use suspense to draw in the consumers to want to purchase the movie. Television shows normally when transiting from one season to another, end the final episode with a lot of suspense leaving the consumer in anxiety and eagerness so as to keep the consumer hooked to the television show and want to purchase the next season.
BY Carolyn and Davin