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
