Role of Emotion in Consumer Behavior - Deepstash

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Role of Emotion in Consumer Behavior

Role of Emotion in Consumer Behavior

From three basic colors (red, blue and yellow) and 11 main colors you can create 10 million shades on a spectrum that can be seen by the human eye. 

Emotions have a similar spectrum.

According to studies reported in Current Biology, researchers observed facial signals to identify four basic human emotions:

  1. Happy;
  2. Sad;
  3. Afraid/surprised; and
  4. Angry/disgusted.

Psychologist Robert Plutchik's Wheel of Emotions explains the emotional spectrum we feel based on personal experiences. These nuances are the emotional core of consumer decision-making.  

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MORE IDEAS FROM THE SAME ARTICLE

Scientists at Yale and Duke discovered that humans have a preference for the positive that is deeply rooted in our DNA. This cognitive bias has been illustrated in thought experiments and scientific studies for years. 

Plenty of research shows that emotion influences consumer behavior

The emotion your marketing targets will depend on your industry, offer and audience. 

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