#OmniShopper15 #emotion #irrational #gutfeeling #
Live from #OmniShopper15: 'Emotion > Logic: Six Insights About Emotion Every Shopper Marketer Should Know'
As humans we seek out emotion. Emotions translate into dollars. To better understand this
connection we must understand a need vs. a want and how we as consumers
understand this difference. While yes, we need
vegetables, we all want that piece of
cake. Why do we choose the cake knowing we need the vegetables? It's a strong
desire for that want and our irrational, illogical decision making processes
prompt us to do so. Amanda
Danish delivered an intriguing presentation providing insights around leveraging that emotional connection.
connection we must understand a need vs. a want and how we as consumers
understand this difference. While yes, we need
vegetables, we all want that piece of
cake. Why do we choose the cake knowing we need the vegetables? It's a strong
desire for that want and our irrational, illogical decision making processes
prompt us to do so. Amanda
Danish delivered an intriguing presentation providing insights around leveraging that emotional connection.
Do not underestimate the power of the want. Think back to Prohibition- the legislation of
this 'want' had a huge impact on economics for decades causing bootlegging,
mafia, deaths, etc. - all stemming from a want.
this 'want' had a huge impact on economics for decades causing bootlegging,
mafia, deaths, etc. - all stemming from a want.
We need to connect with shoppers emotionally. 'Stack it high
and let it fly' wherein we pile up groceries shelves high in the grocery store-
will no longer work. Consumers want real connections, they need that real and
authentic emotion during that critical moment of purchase.
and let it fly' wherein we pile up groceries shelves high in the grocery store-
will no longer work. Consumers want real connections, they need that real and
authentic emotion during that critical moment of purchase.
It all starts with a relationship. We need to connect the
brand, consuer, and retailer at this critical moment of truth. To do so we must
embrace the 3 Cs- connectivity, community, and conversation. This detrimental
meeting point using the 3 c's must be authentic and truly react the consumer.
brand, consuer, and retailer at this critical moment of truth. To do so we must
embrace the 3 Cs- connectivity, community, and conversation. This detrimental
meeting point using the 3 c's must be authentic and truly react the consumer.
How can you make the fast moving digitally connected group
feel a part of you? This group of Millennials are harder to connect to than
ever. They don't want to hear the fluff- How can you make a Millennials' life
better? What can you do for them?
feel a part of you? This group of Millennials are harder to connect to than
ever. They don't want to hear the fluff- How can you make a Millennials' life
better? What can you do for them?
Love trumps respect. We need to leverage love to establish a
connection with consumers. We have 0:03 seconds to impact the consumer. In this
time we must catch their attention, emit an emotion, hopefully connect, and
finally drive a purchase. The brain can process emotion connected to visuals in
.01 seconds- almost instantaneous. We must fully understand the consumer to
take full advantage of this small amount of time and drive the connection, thus
the purchase.
connection with consumers. We have 0:03 seconds to impact the consumer. In this
time we must catch their attention, emit an emotion, hopefully connect, and
finally drive a purchase. The brain can process emotion connected to visuals in
.01 seconds- almost instantaneous. We must fully understand the consumer to
take full advantage of this small amount of time and drive the connection, thus
the purchase.
Amanda offered 6 insights about emotions:
o
1. Emotional reactions are quick. Really quick
1. Emotional reactions are quick. Really quick
Emotional brain responds to an event more quickly
than the thinking brain
This is the 'gut feeling' we all experience.
We must understand these emotions and learn how
drive that connection.
o
2. Emotions are inevitable
2. Emotions are inevitable
They're all around us and important to our decision
making
o
3. Emotions have a powerful influence on our
decisions
3. Emotions have a powerful influence on our
decisions
When emotional functioning is impaired- so is
our logical decision making. They are connected and play a large role as a
combined unit in our decision making.
We are drawn to positive emotions. Happiness,
excitement, fun- these are the emotions we want to tap into and associate our
brands with in order to drive the connection.
o
4. Positive emotions creates openness to the
environment
4. Positive emotions creates openness to the
environment
They make us open to considering more options.
We must consider the entire environment and context
in which the shopper is experiencing during this purchase decision.
What does the retail environment allow you to do
and what emotional baggage will impact their shopping trip. How can we change this?
o
5. Emotion attracts attention
5. Emotion attracts attention
If logic was the only player- you can get by
with only a few products- but this is not the case- emotions play a role, a
very large role and this is what we must focus on to truly understand our
consumer.
o
6. Positive emotions increase risk-taking behavior
6. Positive emotions increase risk-taking behavior
Those thinking positively also think more optimistically.
They are less likely to see things as risks and more likely to take risks- they
will follow that gut feeling 'It felt right'.
Shopper marketing is
a behavior science- shopping is a behavior and we must understand what drives
it.
a behavior science- shopping is a behavior and we must understand what drives
it.
Janel Parker,
Market Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.
Market Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.