Emotions have always been there and have been used in much more than just private life. After all, there are artistic movements that have focused solely and exclusively on emotional issues and that have exploited how we feel and how we allow ourselves to be carried away by those feelings to create products that were attractive to the public at that time. But emotions are not only a key to creating cultural products, the truth is that they are increasingly important and increasingly have more weight when making decisions and pointing out certain issues.

Consumers are Bolivia Phone Number List beginning to appreciate more and more that brands establish an emotional connection with them.

That is, they no longer simply want all those messages of how good a product is for such and such, but they increasingly want brands to connect with them on a much deeper level. They want to feel things for the products they consume. There they are, for example, lovemarks, a concept that possibly a couple of decades ago would have been difficult for marketers to understand and that now, however, have become a kind of aspirational reality. They all want to be lovemarks.


For brands, emotions have become practically one of the few tools to create lasting and valuable relationships with consumers. Feelings connect with them on a much deeper and longer-lasting level and make things work much better and much more efficiently. In addition, emotions make the brand stand out above the other companies that are launching their messages and creating a lot of noise that affects brands today.

Emotions have therefore become an asset for brands and something that, as they recall in a Forrester analysis, already has an economic value. As Victor Milligan, one of the Forrester analysts, points out in an update, “human beings are emotional” and “the chemical reactions that trigger emotions determine our feelings for a brand and our intention to spend.”

Emotions therefore have to be very present in the entire process of contact with the consumer and in the entire consumer experience, since purchasing decisions are increasingly linked to highly emotional reasons. In fact, and as they conclude in a study of how emotions affect consumers, 40% of them are more than willing (and would also do so ipso facto) to change spending after a bad experience. That is, as soon as they do not like something and the brand does not make them feel happy, they will go to the competition.It’s not just millennials
This highly emotional behavior has always been linked to millennials. In fact, it was positioned as one of the great features of millennials and as one of those who made their consumption habits so different from those of other demographic groups. However, things are not that simple.

In the Forrester text, they make it clear that emotions and their power in purchasing decisions are not linked only to millennials. Right now, it has become something of a transgenerational element and consumers from different demographic groups have embraced it as their own.

The power of emotions is clearly seen when looking for concrete examples. Forrester data makes it possible to find them. For example, users abandon digital purchases with a 50 millisecond margin if they are not as they were expecting and cable TV providers only achieve an 8% recommendation among their users, which is not surprising if they are found to be the sector that has a higher rate of disenchantment (the figure is from the US). In hotels, 90% of those consumers who feel valued would recommend the company.

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