[w4] Consumer behavior

Consumer Emotion

The feelings that consumers experience when they interact with a product, brand, or advertisement, which influence how they think and behave.

Positive Emotions

Feelings that make consumers happy and connected to the brand.

Negative Emotions

Feelings that make consumers sad and concerned about the brand.

EMOTIONAL TRIGGERS IN MARKETING

Emotional appeals influence consumer decisions and make brands memorable. Common triggers include:

Fear Appeal

Uses concern or danger to persuade consumers by presenting a problem or threat and showing the product as the solution to avoid that risk.

Happiness Appeal

Focuses on joy, fun, and positive experiences, associating the product with pleasant moments.

Nostalgia Appeal

Appeals to consumers' memories from the past and uses emotional storytelling related to life experiences.

Belonging / Social Emotion

Focuses on the desire to connect with others, highlighting friendship, relationships, and community.

FOMO (Fear of Missing Out)

A driver in impulse purchases where fear drives 60% of urgent buys, such as flash sales.