Effective emotional appeals
Posted: Sat Feb 22, 2025 4:39 am
But that’s not the only application. You can use the principles of this style of marketing to inform almost every decision you make about brand-customer connections. From the response patterns of your chatbot to the images on your website’s home page.
The idea behind focusing on emotions is that these feelings are key to making a powerful first impression. This makes it easier to motivate customers to take action.
Emotions, memory and “feeling”
When stimuli from the outside world reach the thalamus, part of our brain, they go straight to the amygdala – the emotional center of the organ, also known as our reptilian brain.
From there, the stimuli advance to the neocortex, which is responsible for rational thought. The amygdala processes stimuli a few milliseconds before the neocortex, sometimes leading us to act irrationally.
If the stimulus is a strong emotional trigger, it hijacks the belgium mobile database amygdala. Thus, we experience intense emotions, such as anger, anxiety, excitement, joy or stress.
Emotional marketing uses these very triggers to create a positive amygdala hijack. It aims to dispel customers’ fear of going beyond their comfort zone, thus motivating them to try a new product or service.
Furthermore, a strong emotional experience can also leave a more powerful memory of that experience.
The result is a lasting impression of the brand. So much so that a study by Princeton University found that first impressions of a person or experience arise in less than a second. All thanks to the amygdala.
These first impressions encourage us to act – what we call “instinct” or “feeling”.
The powerful effect of emotions on the brain, impressions and decisions makes them a crucial aspect of any emotional marketing campaign.
The trick is to leverage emotions without being manipulative or forceful.
So your marketing team or agency needs to know what kind of response you want to trigger in your target audience. As well as why you want to trigger that response.
This allows you to create a complex experience that reaches as many people as possible, tapping into a variety of emotions. Examples of emotions you can trigger include:
Acceptance,
Anger,
Anticipation,
Disgust,
Fear,
Happiness,
Sadness,
Surprise.
However, before you start planning an emotional marketing strategy or campaign, you need to examine your audience.
The idea behind focusing on emotions is that these feelings are key to making a powerful first impression. This makes it easier to motivate customers to take action.
Emotions, memory and “feeling”
When stimuli from the outside world reach the thalamus, part of our brain, they go straight to the amygdala – the emotional center of the organ, also known as our reptilian brain.
From there, the stimuli advance to the neocortex, which is responsible for rational thought. The amygdala processes stimuli a few milliseconds before the neocortex, sometimes leading us to act irrationally.
If the stimulus is a strong emotional trigger, it hijacks the belgium mobile database amygdala. Thus, we experience intense emotions, such as anger, anxiety, excitement, joy or stress.
Emotional marketing uses these very triggers to create a positive amygdala hijack. It aims to dispel customers’ fear of going beyond their comfort zone, thus motivating them to try a new product or service.
Furthermore, a strong emotional experience can also leave a more powerful memory of that experience.
The result is a lasting impression of the brand. So much so that a study by Princeton University found that first impressions of a person or experience arise in less than a second. All thanks to the amygdala.
These first impressions encourage us to act – what we call “instinct” or “feeling”.
The powerful effect of emotions on the brain, impressions and decisions makes them a crucial aspect of any emotional marketing campaign.
The trick is to leverage emotions without being manipulative or forceful.
So your marketing team or agency needs to know what kind of response you want to trigger in your target audience. As well as why you want to trigger that response.
This allows you to create a complex experience that reaches as many people as possible, tapping into a variety of emotions. Examples of emotions you can trigger include:
Acceptance,
Anger,
Anticipation,
Disgust,
Fear,
Happiness,
Sadness,
Surprise.
However, before you start planning an emotional marketing strategy or campaign, you need to examine your audience.