Marketing and emotions? The key is in the brain

One of the elements that has been marking the strategy of brands in recent times and one of those that has become key when creating a relationship between brands and consumers are emotions. Emotions generate much more powerful links than other elements and are, therefore, the key that companies are using on a recurring and notable basis to connect with consumers. They want the engagement to be as high as possible and they want the consumer to feel more attached to their brand than they are to the competitor’s brands. Emotions are a direct path for it Denmark Mobile Database. To this must be added that consumers themselves are prone to this type of connection and are much more inclined to connect with brands that try to establish this type of relationship. In fact, new consumers expect brands to connect with them on an emotional level and are negative about those who don’t.

Establishing emotional ties is not easy Companies have to work much harder to establish emotional connections, and they also have to do so in an especially competitive environment where any misstep could be a catastrophic mistake. How, therefore, to connect with consumers? How to generate feelings, empathy and emotions? The brand’s own attitude helps. Consumers are much more likely to establish emotional ties with those brands that are close and close, that try to be transparent and that uphold certain principles and actions than with others. In short, it is much easier to feel emotions for a company that is recovering artisan work in the field than for an oil company that has just caused a black tide.

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These are not the only elements that help generate emotions and establish links with brands. Firms also use neuromarketing, using different techniques to generate certain emotional responses. It is what has made nostalgia so fashionable in recent times (since with this type of resources it is possible to connect with the consumer at a deeper level and make products associated with more optimistic times) or that it is used olfactory marketing to generate certain sensations Brother Cell Phone List. For example, clothing stores use the scent of vanilla to remember childhood and make consumers feel more comfortable and happy (and buy more). The studies also help to see how emotional bookmarks can be created and how to make consumers faster to process them.

And one of the key elements is how things are heard: if you want to create emotions you don’t have to talk about them, but rather stage them. The emotional sounds, faster As a study has just shown, humans decipher sounds associated with emotions much faster than other types of elements. That is, if you want to create an allusion to humor in an ad, it is much faster to get the consumer’s brain to make them hear a laugh than to tell a joke. Sounds are faster than words: according to a study by McGill University, it takes the human brain a tenth of a second to recognize the emotions associated with sounds, whatever these emotions are (be it a laugh or a cry). ). This is much faster than what the speech is processed. But, even more important when talking about brand messages and how to connect with the consumer, the receiver not only receives the message faster but is also much more receptive to it.

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Consumers pay more attention to the emotions that are being communicated to them when they are reached by sounds than when they are spoken of. If you want someone to know how sad something is, you should not talk about it: you have to take hold of crying, for example. The key is in the evolution of the brain. As experts explain, speech is much more recent than sounds, making the parts of the brain that analyze words or sounds different. The latter are much more primitive. Happiness is perceived faster This is not the only curious and surprising fact of the study. The experts also analyzed how the brain responds to sounds associated with different emotions. Are positive or negative emotions processed earlier? According to the study data, consumers are able to detect earlier that sounds denote happiness than sadness or anger. Although, despite this, the brain pays attention to them in a different way: the sounds associated with anger manage to catch the attention for a longer time and it also pays special attention to it, possibly because it identifies that it is something important and that it has to analyze.