How Does Emotion Affect Peoples Buying Behaviour

It is rather undisputed that humans largely rely on their emotions when making purchasing decisions. In fact, Antonio Damasio, a Professor of Neuroscience at the University of Southern Carolina, says that emotion is required in almost every decision. Since this is the case, as a marketer it is essential that you understand how people are feeling and what how these emotions affect their buying behaviours. In essence, the key is not just to target the buyer but the human.

If we strip things down to the basics, we can ascertain that all emotions stem from 4 main feelings:

  • Happy
  • Sad
  • Angry/disgusted
  • Afraid/surprised

We’ll take time to look at two of these core emotions.

Happy

When a person is happy, they are more likely to share something on social media. This can be flipped to work in a content creator’s favour when we say that positive content is more likely to be shared than negative content. Therefore if you are looking to maximise your reach and want lots of followers to share your content, ensure that you are highlighting positive news from within your industry.

Sad

Research has shown that negative words are more likely to lead to more people opening the content/clicking on it. Using negative superlatives in your headlines e.g. worst or never work 30% better at getting your attention than no superlative according to research by Outbrain. If you want to flip this idea to positive superlatives such as always and best, you’re more likely to receive worse click through rates. In fact, headlines with negative superlatives were found to have a 63% higher click-through rate than headlines with positive superlatives.

The role of imagery

Images are closely tied with emotions. Emotions can conjure up strong images from memories, and images can conjure up strong emotions. They’re instinctual. Take, for instance, the example of those cute puppy images and videos on social media. Rebecca Dyer from Yale argues that seeing these images of adorable animals makes us want to instinctively take care of it. Since it’s only an image and not real life, our brains go a bit crazy! Make sure you choose your images carefully. It’s quite simple when it comes to images: positive images elicit positive emotions and negative images elicit negative emotions, so bear this in mind when you’re sharing content either on social media or on your website.

Whilst classic marketing techniques are effective, it is important to not forget the primal emotions that drive every single one of us!

Written by

Katie Reed | Product Manager & Head of Artwork

With 13 years of experience in the promotional merchandise industry, Katie speaks with true authority about all matters related to promotional products. Her attention to detail and creative flair ensure that product details, prices, imagery and descriptions are accurate and answer all our customers' questions. Her articles and other product-related content have become truly trusted sources of information and inspiration for anyone deciding on their next promotional product order. In another life, Katie would have been a star Quidditch player.

Connect with Katie Reed on LinkedIn Connect with Katie Reed on LinkedIn

Why Promotional Products Work: The Value Of Merch For Your Brand

Why Promotional Products Work: The Value Of Merch For Your Brand

Okay, we might be biased but there really is no denying it: promotional products are an incredibly powerful tool for any UK business. Whether you're a start-up looki

Colour Guide: Everything You Need To Know About Blue Promotional Items

Colour Guide: Everything You Need To Know About Blue Promotional Items

With Blue Monday in sight, there's no better time to take a moment or two to think about the colour blue in all its glory. Because it's really not all bad, despite the n

How To Use Promotional Products Effectively To Boost Your Business

How To Use Promotional Products Effectively To Boost Your Business

If you've never ordered promotional products before, it can feel a little overwhelming. After all, there are countless product options out there and it can be hard t

Just In: The Promotional Merchandise That Will Be Trending In 2022

Just In: The Promotional Merchandise That Will Be Trending In 2022

For 2022, we predict the promotional merchandise that will be trending is UK-made products. Why? Read on to find out... READ MORE:

Our 10 Best-Selling Promotional Pens To Inspire Your Next Campaign

Our 10 Best-Selling Promotional Pens To Inspire Your Next Campaign

It may well be mightier than the sword - well, according to some, at least - but one thing's for sure: a promotional pen is a highly-effective tool to help market your

The TM Edit: Our Most Popular Products Of 2020

The TM Edit: Our Most Popular Products Of 2020

With the end of the year edging ever closer, we've decided to shine a light on our most popular promotional products of 2020. These aren't just any old merchandi

10 Exciting New Merch Ideas To Have On Your Radar This March

10 Exciting New Merch Ideas To Have On Your Radar This March

As we step into March, it's the perfect time to refresh your promotional strategies and stay ahead of the curve for the upcoming spring season. Whether you're pr

The TM Edit: 9 Must-See Spring 2025 Merch Ideas For Your Brand

The TM Edit: 9 Must-See Spring 2025 Merch Ideas For Your Brand

The days are getting longer, the birdsong is getting louder and one thing is becoming increasingly clear - spring is nearly here. If you're looking for a Q2 refresh

TM Edit: 9 Easter Promo Products To Help Your Brand Hop Into Spring

TM Edit: 9 Easter Promo Products To Help Your Brand Hop Into Spring

With Spring on the horizon and Easter 2025 fast approaching, consider this your sign to hop to it and get organised with your seasonal marketing plans. Whether you&rsquo