Understanding emotions that affect purchasing behaviours is a key to ensuring brands succeed with their marketing budgets. Lets look at an example. Kmarts ‘Bom Bom Bom’ campaign and the discount ‘everyday low price’ strategy.
Kmart worked to change consumer’s attitudes to the brand using the ‘Bom Bom Bom’ and on the emotions that drive consumption behaviour.
These emotions affect different categories, different segments, different communication strategies differently,but we are not 100% emotional in how we choose brand ‘a’ over brand ‘b’, it’s a mix and it depends on time, circumstance, category. The way to use those emotions also changes depending on whether the brand’s marketing team is out to attract or retain customers.
Brands should not be afraid of the emotions on the negative end of the scale.
Anger is known to activate impulsive behaviour, which could be key in switching behaviours.
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