give priority to emotion

85% of retailers prioritise product information This is the first of 20 daily THOUGHTS examining emotions in marketing.A 2017 survey found that 85% of retailers believe the provision of product information to be the key factor in attracting customers. They are wrong! Certainly, product information is important, and in most cases, needs to be provided, […]

85% of retailers prioritise product information This is the first of 20 daily THOUGHTS examining emotions in marketing.A 2017 survey found that 85% of retailers believe the provision of product information to be the key factor in attracting customers. They are wrong! Certainly, product information is important, and in most cases, needs to be provided, however, it is almost always the case that emotions are more important than cognition in decision-making. In other words, subjective information that impacts on emotions influences consumer behaviour far more than objective information or facts about the good or service. Research has consistently found that consumer purchase decisions are commonly influenced as follows: Logic – 29% Emotion – 80% Further, research has found that emotions influence both: The decision to purchase from a category The decision to buy a brand within that category A research study completed in 2017 in the United States found that:…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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