Today’s consumers are bombarded with a vast amount of marketing communications and unsurprisingly, only a miniscule amount of that gets through.
But emotions have huge action potential and can enable consumers to receive messages they wouldn’t accurately perceive in another way. So if brands want to cut-through the noise and optimize messaging to drive action, they need to give much more consideration to the power of emotion.
Contrary to what is generally believed, all decisions are in fact informed by emotion. New research into the brain’s action pathways, utilising FMRI scanning, has helped us understand how emotion translates into action. We use emotions both as an appraisal tool and a guide for behaviour.
To cut-through and deepen connection, brands must prioritise the role that emotional messaging plays in their marketing.
Emotions aren’t ‘just a feeling’. Far from it. Emotions are part of a continual cognitive appraisal and feedback process. This cyclical ‘loop’ demonstrates that emotions underpin many more decisions than simply those based on strong feelings.
Emotions are actually very rational. They’re part of the mechanism of reasoning and inform even our most logical decisions. It’s not enough just to know what should be done; it’s also necessary to feel it.
Emotions are appraisals of situations that drive survival and wellbeing. If a message doesn’t make us feel something, we are unlikely to act on it. So we need to think of emotions as guidelines for every decision, without which there would be no consumer action.
Brands are competing against an ever-increasing wall of noise, but an understanding of the science behind emotion can help us to play smarter, drive new insight and provide a lens for more sophisticated content and consumer experiences.
It’s time to get emotional.
Source: Ellis, C. (2019, January 30). Why emotion plays a critical role in decision making. The Drum.