It is common knowledge that emotions are powerful drivers in the purchase decision process. Forging an emotional connection with customers can lead to big payoffs for companies. Consider this example: a major bank launched a credit card that emotionally connected well with Millennials, increasing use among this segment by 70% with 40% new accounts being opened. “The New Science Behind Customer Emotions,” published in Harvard Business Review, details research across hundreds of brands that uncovered ten common emotional motivators behind consumer behavior. Companies that understand their customers’ emotional connection to their brand and their emotional motivators generally will better attract and keep customers. While there are hundreds of potential emotional motivators, here are ten common emotional motivators:
Understanding the Specific Emotional Motivators in Your Product or Service Category
In order to make an emotional connection with potential users of your product or service, it is important to understand the distinct emotions in the context of when your product or service is used.