As humans, we can say that there is an emotion behind almost all of our behavior. Especially if we consider that our emotions are our automatic responses to stimuli, we make decisions on autopilot.
Neurotransmitters released from billions of cells in our brain carry chemical messages that affect our emotions, hormones, heart and other organs. In the lowest layer of the brain is the “reptilian brain”, the center of reflexes and instinctive behavior. In the top layer is the “new mammalian brain” (neo-cortex), considered the center of thought and reason. In the middle layer is a small center called the “limbic brain”. The limbic brain consists of the hypothalamus and small neural nuclei. In addition to being the seat of emotions, this part also contains the centers of motivation and the management of major vital functions (hunger, thirst, aggression, sexuality). So emotions are related to the area of the brain that controls memory formation, emotional response and behavior regulation.
It is a well-known fact that emotions play an important role in consumer decision-making. From an evolutionary perspective, emotions have evolved to help us make good decisions. Consumers have basic emotions about a product or brand. These are emotions such as Happiness, Trust, Fear, Anger, Desire, Rage. Consumers gravitate towards products and services that evoke feelings of happiness and satisfaction. Again, trust in brands and products increases consumer loyalty. Desire for the product or service can trigger the purchase decision. It can damage the brand by leading to consumer complaints and negative experiences. Fear can create a sense of urgency, leading consumers to make quick decisions. Finally, pride is a consumer’s sense of satisfaction and confidence in using a product or service.
Emotions can be used effectively in marketing to build brand loyalty, create a positive brand image and increase customer satisfaction. Using emotions in the right way will naturally increase your conversion rates because it allows you to engage your customers and build strong bonds with them. This, in turn, supports them to be more enthusiastic in their buying behavior.
Reference: Psychologist Merve Altındağ
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