Friday, January 2, 2015

You keep telling yourself that you bought that fancy new phone so you can hear better.

But we all know that you bought it to boost your self-esteem.  That's because all purchase decisions are emotional. 

There has been a significant amount of research done over the past few decades about why people buy.  Back in the early 90's, even before the scientific proof began to emerge, advertising agencies recognized the patterns and shifted their focus from product features to consumer insights.  And strategic planners were born.

The latest research strongly confirms that belief.  The Advertising Research Foundation has concluded that "likeability" is the most predictive measure of whether an advertisement will increase sales.  Specifically,  emotional response outweighs content when it comes to purchase intent by a 3-1 margin on television and a 2-1 margin in print.  (Murray, 2013)

Why?  Emotions compel us to do something.  It's the way we are wired.  Enjoy your new iPhone.

Murray, P. (2013, February 26)  How Emotions Influence What We Buy.  Retrieved December 30, 2014, from

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