How can emotions affect purchasing decisions? It has been suggested by marketing gurus that emotions are what keeps you in stores, not just the product or service. It makes sense, since no one wants to be walking out of a store with stomachs full of potato chips, but it is possible for emotions to influence behavior even when the individual is completely unaware of their emotional state. This is referred to as Mapping Message to Motivator, and it is being used by real estate professionals to better understand their clients, and use this information to help them make better decisions when it comes to their real estate investment strategies.
The first step in understanding the role of our emotions is understanding that our sentiments are a powerful force in affecting how we react to others and events. They can either be positive or negative, or a mix of the two. An example of an unpleasant emotion is anger, and an example of a positive emotion would be joy.
These emotions affect our buying abilities. We can take automobile industry as an example to understand the reasons why. There is a huge market for aftermarket automotive parts. There are also a significant number of people involved in the buying process. These are the sales people who are usually answering questions asked by the clients like: “How will a hood ornament change the look of my car?” Or “How will a chrome bar handle in my passenger area?” The answer is in the ‘beautifying’ of their automobile, and the emotions play a crucial role here.
When people are asked, they can respond by saying: “it’s my new stereo. My old stereo kept breaking down on me. Now I have a great system and it never breaks down.” These statements fall into a basic category of “emotion-based buying”.
This is just one example of how do emotions affect buying, but it is one of the more obvious ones. In addition to these, there are other secondary subcategories that include “emotion-based preferences” and “overlapping affective states”.
There is a difference between the actual emotions and the affective or outward feelings that go along with them. The strong emotions are considered strong in the past, while the weak emotions are considered fragile. When a person feels very strongly about something, they usually follow through with their feelings no matter how much logic disagrees. A great example is when a person loves chocolate, they will often purchase small boxes of chocolate when the opportunity arises. However, if they were to feel a little guilty about it, they would be more hesitant to purchase it. The same concept applies to other strong emotions.