Emotion: the essential motivator of purchases
Posted: Wed Jan 22, 2025 10:06 am
Emotion is a physical and emotional sensation that is caused by some stimulus, which can be a feeling or an event. Experiencing emotions is very personal, they can be felt differently by each person. And this is the decisive factor in whether you make a purchase! Let's study.
Dopamine is the pleasure hormone. You probably already know that. But did you know that our brain is constantly making calculations to know whether what you choose will satisfy or frustrate you? Did you know that our brain creates enormous expectations about what it chooses to pay attention to? And this happens at all times, including when choosing to read this article compared to the countless excellent topics and authors that this portal brings us.
Some people know me and like what I write, and will have one expectation. Others don't know who I am, but they know the credibility and quality of this portal, so they have another expectation. Others love the nurse database of consumer behavior and will have another expectation, and finally, there will be those who saw the title, were interested, and have another expectation. The emotion that each person carries about this simple article determines the level of this expectation, and by the end of the article, for those who arrive, this expectation will be frustrated for some, good for others, and exceeded for others. I hope that the third point will be the highest percentage. Just as it happens with this article, it happens in this crazy and wonderful world of marketing, where the battle for people's attention is getting fiercer every day.
Somatic markers, which the Portuguese neuroscientist António Damásio created and defined as the: “mechanism by which emotional processes can bias behavior, particularly decision-making” affect your purchasing decision, as the stimuli that brands promote in us are activated, for better or for worse, by our emotional memory.
Storytelling in the veins
They say that stories are essential to the success of a brand. Storytelling has two essential resources for the success of your story: emotional sincerity and human truth. These are the factors that connect brands and people, all because of the emotion that this generates. You certainly remember your grandmother telling you stories and you being amazed in front of her listening to it.
If I start here to tell the story of a trip I took in 2003 to spend New Year's Eve in Florianópolis , me and 18 other people, it will capture your attention because it has: fights, love affairs, comic scenes, true friendship, intrigues, anger, jokes, in other words, it has a huge emotional load. The great secret of success stories!
Storytelling aims to awaken this emotion. And don't think that brands do this to be cool or to have emotional commercials on TV or YouTube, this is a classic rule so that they can sell their product to us, poor consumers who fall into their traps all the time. The more the emotions awakened by stories and/or campaigns are linked to the brand's purpose, the more people tend to buy.
Dopamine is the pleasure hormone. You probably already know that. But did you know that our brain is constantly making calculations to know whether what you choose will satisfy or frustrate you? Did you know that our brain creates enormous expectations about what it chooses to pay attention to? And this happens at all times, including when choosing to read this article compared to the countless excellent topics and authors that this portal brings us.
Some people know me and like what I write, and will have one expectation. Others don't know who I am, but they know the credibility and quality of this portal, so they have another expectation. Others love the nurse database of consumer behavior and will have another expectation, and finally, there will be those who saw the title, were interested, and have another expectation. The emotion that each person carries about this simple article determines the level of this expectation, and by the end of the article, for those who arrive, this expectation will be frustrated for some, good for others, and exceeded for others. I hope that the third point will be the highest percentage. Just as it happens with this article, it happens in this crazy and wonderful world of marketing, where the battle for people's attention is getting fiercer every day.
Somatic markers, which the Portuguese neuroscientist António Damásio created and defined as the: “mechanism by which emotional processes can bias behavior, particularly decision-making” affect your purchasing decision, as the stimuli that brands promote in us are activated, for better or for worse, by our emotional memory.
Storytelling in the veins
They say that stories are essential to the success of a brand. Storytelling has two essential resources for the success of your story: emotional sincerity and human truth. These are the factors that connect brands and people, all because of the emotion that this generates. You certainly remember your grandmother telling you stories and you being amazed in front of her listening to it.
If I start here to tell the story of a trip I took in 2003 to spend New Year's Eve in Florianópolis , me and 18 other people, it will capture your attention because it has: fights, love affairs, comic scenes, true friendship, intrigues, anger, jokes, in other words, it has a huge emotional load. The great secret of success stories!
Storytelling aims to awaken this emotion. And don't think that brands do this to be cool or to have emotional commercials on TV or YouTube, this is a classic rule so that they can sell their product to us, poor consumers who fall into their traps all the time. The more the emotions awakened by stories and/or campaigns are linked to the brand's purpose, the more people tend to buy.