Emotional Consumer Decisions

Plenty of research shows that emotion influences consumer behavior. 

• Studies using fMRI showed that personal feelings and experiences drive consumer decisions more than information like features and facts.
• Advertising research showed emotional responses to ads and the likability of a brand influences buyer intent 3x more than anything else.
• Positive emotions towards brands have a far greater influence on consumer loyalty than trust or brand attributes.

Emotions will drive us to choose more expensive, branded products that we feel good about over practically identical, cheaper generic ones.