We have discussed the fact that all decision-making is emotional. Now comes research that indicates which emotions drive us when we buy things. For Millennials, it is largely anxiety or empowerment that drives their purchasing.
For cars purchases the most common emotions are success, love and hope. But for car repairs they are fear, stress, and confusion.
Interestingly, travel causes nearly as much anxiety (25%) as empowerment (34%). (Sullivan, 2015)
So what about you? Think about the last thing you bought. Did empowerment or anxiety come into play? Or perhaps joy, sadness, and disgust? (Yes, I saw Inside Out this week.)
Sullivan, L. (2015, June 24) Marketers Fail At Using Emotional Drivers To Reach Millennials. mediapost.com. Retrieved June 26, from http://www.mediapost.com/publications/article/252652/marketers-fail-at-using-emotional-drivers-to-reach.html?print