Emotion sells. While facts and features may capture our rational minds, it’s the emotional connection that seals the deal. People don’t just buy products or services. They buy experiences, stories, and the emotions associated with them. Here’s more on how emotion works.
Emotion sparks engagement
Engagement is a precious currency. Brands are constantly vying for the attention of those they hope to serve, and those that can evoke emotions are more likely to succeed. Additionally, emotional content is more shareable and likely to go viral, spreading the brand’s message far and wide.
Consider the success of Dove’s “Real Beauty” campaign, which challenged traditional beauty standards and focused on self-esteem to spark a global conversation. By authentically tapping into the emotions of women, Dove not only engaged people but also fostered brand advocacy.
Emotion drives decision-making
While we’d like to think that our choices are guided solely by logic and reason, research consistently shows that emotions play a significant role in decision-making. One example is neuroscientist Antonio Damasio’s studies which have demonstrated that people with damage to the emotional centers of their brains struggle to make even simple decisions. In…
