The science behind using emotions in marketing — and why it works

Research by the University of Glasgow has identified that humans have four primary emotions: happiness, sadness, anger and fear. They have also identified that humans are more driven by jealousy and fear in comparison to happiness.

So how do marketers use this information to their advantage?

Think of all the memorable ad campaigns you have seen over the years — they align themselves with a particular emotion, and then create stories that induce this emotion in the intended audience, you, to induce hype around their product.

Studies about buying behaviours show that people often use emotion instead of logic when it comes to purchasing a new product. A prime example of this? Look to your closest billboard. Chances are, it’s a picture of an immaculate woman holding a product that promises to make its targeted users look just as immaculate. Beauty advertising tends to send across the message that a certain product can guarantee its users the improved appearance AND the confidence that comes with it — for a price.

David Aaker, creator of the Aaker Model of marketing, imparts this piece of wisdom: “People are interested in babies, not diapers, and thus Pampers Village was created. Women care more about Avon’s fundraising walks for breast cancer than they do about lipstick. It helps if the brand has a higher calling, a sense of purpose that people admire, and shared values.”

How can your business use these tactics?

Tell a story. Consumers don’t build brand loyalty out of nowhere — this happens when brands consistently put their best face forward and create a narrative for themselves. If you get it right, customers will remember your story and reach for your product.

Go viral. Share content that you know will interest your target audience. If they’re talking about you, that’s free promotion from a credible source that believes in your brand. Do not underestimate the power of word-of-mouth.

Look at the world through rose-coloured lenses — create nostalgia. If your brand can take your customers back to a time when life was simpler and the world was less complicated, they will associate a stream of positive feelings and a sense of comfort with your product. This kind of content creates a lasting impression.

Be the brand that stands out in the crowd. In a world where every brand is trying to get noticed by flashing logos and slogans, be the voice that lets its consumers know it cares about them. Create content that is pertinent to your consumers, get them to share it, and watch your brand grow.