Marketers have long understood that emotions play an important role in making consumer decisions. But as the latest scientific evidence suggests, its influence is much more nuanced and complex than many know: subtle, rather than the intense emotional reactions tend to be more convincing, ephemeral emotions can have lasting effects and the experience and expression negative emotions can sometimes be beneficial, emotional experiences are often poorly predicted and recalled. In all these areas, a better understanding of emotions help managers adapt their own act of giving better guidance and get the desired consumer response to maximize customer satisfaction and loyalty in all phases of the game.
Eduardo B. Andrade,
Source: IESE Insight Magazine
Release: June 15, 2011. Prod #: IIR054-PDF-ENG
Emotional signals that work magic in the Solution Business Customers