Emotional advertising is key to customer loyalty. The customer values the risk and reward of discovering something different when deciding on a new brand
Scientists from University College London have developed a statistical model to predict when consumers are most likely to switch brands or decide to buy a new product. To design this model, the Pakistan Phone Number List researchers analyzed the purchasing habits of 280,000 anonymous individuals in supermarkets and among six product categories over several years. The products studied were divided into beers, breads, coffees, toilet paper, detergents and yogurts.
The conclusions of this work, published in the specialized journal Nature Human Behavior, indicate that there is a clear pattern in the consumer to search for new brands and products. This pattern of behavior is marked by risk, when assessing whether or not the new product will meet the needs of the individual, and by the reward of discovering something different.
“Thus, when the customer obtains a subjective and emotional benefit after purchasing a product (well-being, satisfaction, pleasure from a taste, a sensation, etc.), they have a better chance of continuing to buy it. Whereas, if the benefit is based on objective rewards, there is a greater probability of taking risks with a new product and restarting the purchase cycle “, explains the neuromarketing and advertising expert Isabel González.
“At this point, emotional advertising is key to achieving the loyalty of a consumer who identifies with the brand and does not want to try new alternatives. The objective is to make that customer identify with the values of the product and project positive feelings for him. “, adds the expert. In this regard, Isabel González will explain what the main emotional advertising strategies consist of on February 21 at the VIII Salón MiEmpresa, which will take place at the Barclaycard Center in Madrid.
Obstacles to change brands
On the other hand, the study carried out by British scientists refutes a traditional belief in the field of marketing, which attributed the reluctance of the client to change the product or brand to the fact that it was stronger than the competition or to its greater advertising impact. However, according to researchers at University College London, it is our instinctive and animal past that prevents us from seeking out new brands and products.
Thus, our omnivorous ancestors faced a world in which many of the things they could eat were harmful. In this way, the only thing that gave them security was to repeat the same product several times to check that there was no negative effect and, therefore, it was safe. Although supermarket shelves contain little danger, that fear of the unknown continues to guide our choices.