Research shows that the emotional response to a TV ad impacts a person's intent to buy by a factor of 3:1 when compared to the ad's content.
We like or dislike and buy from or ignore brands based on how they make us feel -- even if this distinction is done on a subconscious level.
The interesting thing is that our emotional range is fairly simple. According to a study from the Institute of Neuroscience and Psychology, we have four basic emotions: happy, sad, afraid/surprised, and angry/disgusted. We build off of these to express more complex emotional states.
But what emotions will make someone pull out a credit card? And how do you spark these emotions with your marketing campaigns?
To better understand the emotional link to buying behavior, Cox Business created the below infographic. Learn how to write content that activates your audience's feelings.
Originally published Sep 8, 2015 8:00:00 AM, updated August 29 2017