[Insight] Emotional values drive engagement and loyalty
[Insight] Emotional values drive engagement and loyalty
According to the Brand Keys 2016 Customer Loyalty Engagement Index the factors that drive consumer engagement with brands have once again evolved. Indeed, they changed in 64 of the 72 product and service categories of the research.
However, there is still an essential constant: emotional value.
The research shows that the engagement and loyalty drives are emotional values rather than rational one like for example product performance. Emotional expectations rose by 18%, which shows how important this is for nowadays consumers and how important it should be for the brands willing to increase their sales. For Robert Passikoff, founder and president of Brand Keys, the rational factors for choosing a brand are now essentially « table stakes » which proves the importance of emotional factors as differentiators for engagement and loyalty purposes.
This survey also reinforces the belief that the part of advertising is not to convince the consumers with rational arguments, but to seduce them with emotional ones, which can explain the success of emotional ads.
Originally published at knowledge.fredfarid.com.
