Before launching a message and before trying to connect with the consumer, brands study many things. They analyze what they are saying and how they will say it in order to be able to establish messages that really connect with the consumer, they study all the elements to do something potentially viral (and they bet everything that the message becomes it), they do data mining To establish micro-moments in which ideas are received much better, do they analyze the reception data in detail, geoposition the consumer to offer relevant information in a spatial way? The list of elements that brands take into account before trying to connect with their potential customers is very wide and very varied, although it lacks an element that may be key and that is not taken into account. Brands do not think about the consumer’s mood at the time of receiving the message.

How we feel at a time, the mood in which we find ourselves, completely changes our perception of the world and the way in which we will or will not react to messages. You just have to think about everyday life and the Turkey Phone Number List decisions we make in it. Any teenager knows that there are days when it is better not to ask her parents for anything and others when they are more than likely to comply with her ‘whims’. The message must be adapted to the moment in which it is received and to the state of mind of its potential recipients.

And, although it is not usually included in the elements to be taken into account when establishing how, when and where advertising messages will be served, the same happens with those messages launched by brands. How the consumer receives a message or not will depend a lot on the state of mind in which they are.

If the idea seems logical enough, it is now also supported by the results of neuroscience, which has measured how brand messages are perceived based on consumer moods. According to a study by Peter Steidl, the mood of consumers changes, on the one hand, how we buy and, on the other, how the activity of brands on social networks impacts consumers.

Thus, on the one hand, social networks can be less effective than they are on average if the mood of consumers is not appropriate. The brand message may be the same, but the way the consumer will receive it will not be the same at all. In fact, and given that when you are on social networks what you are looking for is not the same as when you are shopping, the consumer is subconsciously looking for other things as well. They want the dopamine rush associated with social interactions, which makes them much less receptive to brand messages.

The shopping brain
When it comes to shopping, mood has a direct impact on how we perceive the process. For consumers there is a clear difference between shopping and shopping. When shopping, you are following a list of tasks and you are buying something that you have to buy (this is what happens when we go to the supermarket).

When shopping, the experience is something we enjoy and want to enjoy, something we hope brands will offer us exciting options and options. Hence the fact that brand messages are received in a completely different way depending on the scenario in which the consumer moves. When shopping, consumers are much more receptive to brand messages and connect with them (including the usual advertising here) and will also be much more inclined to share what they buy and their experiences with their friends and acquaintances. .

The mental disposition is also different when shopping online, which makes the mood different and, therefore, the way in which the messages of the brands are received is also different. In ecommerce, the consumer explores, looks at different potential purchases, which means that they are in ‘shopping mode’ but in a somewhat different way. In this case, their state of mind makes them very receptive not only to issues that can generate engagement but also to news, new ideas and experiences and all those things that are not simply offers to save money.

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