Psychology of Emotions in Marketing
The use of psychology of emotions can be very powerful in marketing campaigns.
The techniques involving emotions are mainly used in television commercials, as short movies are the easiest way to elicit certain emotions.
A widely used theory is the Elaboration Likelihood Model, Petty and Cacioppo (1986), which describes two ways people make decisions (get persuaded).
The first one is central route.
When using this route, people carefully process the communication to determine the merit.
If a person ends up with a positive thought, the message will most likely be accepted.
Another route is the peripheral route.
It doesn't involve elaboration of the message through extensive cognitive processes, the receiver analyzes the message quickly without paying attention to persuasive arguments, but instead takes into account the attractiveness of the source, it's authority and other surface characteristics.
Using the central route to persuade a customer, results in a more lasting change.
His views, based on this route will be much more difficult to change in the future.
On the other hand, the use of peripheral route will result in a temporary change, but the consumer will be much more susceptible to further change.
Research has shown, that customers who are in a neutral or negative mood are most likely to use the central route, while customers in positive mood don't look at the power of arguments, but prefer to take the peripheral route, Worth and Mackie (1987).
For example it would be much easier to market a small dog collar using the peripheral route by showing a bunch of happy small dogs than by persuading the customer to buy our small dog collar using the central route.
The power of many advertisements is based on this simple model.
Using humor, original images and pleasant music, a customer's mood is positively changed.
Than he is bombarded with positive information delivered by his favorite actor about the product without much time to process the message.
This strongly improves the chances that the customer will comply with the arguments.
The techniques involving emotions are mainly used in television commercials, as short movies are the easiest way to elicit certain emotions.
A widely used theory is the Elaboration Likelihood Model, Petty and Cacioppo (1986), which describes two ways people make decisions (get persuaded).
The first one is central route.
When using this route, people carefully process the communication to determine the merit.
If a person ends up with a positive thought, the message will most likely be accepted.
Another route is the peripheral route.
It doesn't involve elaboration of the message through extensive cognitive processes, the receiver analyzes the message quickly without paying attention to persuasive arguments, but instead takes into account the attractiveness of the source, it's authority and other surface characteristics.
Using the central route to persuade a customer, results in a more lasting change.
His views, based on this route will be much more difficult to change in the future.
On the other hand, the use of peripheral route will result in a temporary change, but the consumer will be much more susceptible to further change.
Research has shown, that customers who are in a neutral or negative mood are most likely to use the central route, while customers in positive mood don't look at the power of arguments, but prefer to take the peripheral route, Worth and Mackie (1987).
For example it would be much easier to market a small dog collar using the peripheral route by showing a bunch of happy small dogs than by persuading the customer to buy our small dog collar using the central route.
The power of many advertisements is based on this simple model.
Using humor, original images and pleasant music, a customer's mood is positively changed.
Than he is bombarded with positive information delivered by his favorite actor about the product without much time to process the message.
This strongly improves the chances that the customer will comply with the arguments.
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