Understand Emotional Marketing — Which Emotions do what?

Emotions define who we are and how we build relationships. Subconsciously, they help us decide who to love, what to hate, and everything in between. For brands, it’s imperative to build strong emotional relationships.

Good emotional marketing can empower the audience to feel better about themselves and a brand or product. This can work against intuition with emotions such as fear or anger being able to build trust when utilised correctly.

Employed intelligently emotions can build a friendship connection that lasts between the brand and the consumer.

Robert Plutchik’s famous “wheel of emotions” shows just some of the well known emotional layers.

Utilising the different emotions you can illicit different reactions in your targets to create an appropriate call to action. We will explain the 4 main emotions and how to utilise them effectively.

Happiness — Makes Us want to Share

As well as feeling content happiness can be a driver of action. We all know that being smiled at can boost mood and illicit a smile back, but happiness has been proved to be the main driver for social media sharing. Emotions related to feelings of happiness are the top drivers of viral content.

Creating shareable content is the ultimate goal to achieve a wide reaching campaign far beyond any normal budget.

Sadness — Builds Connection and Empathy

The opposite of happiness, sadness, affects many of the same regions of the brain but causes different hormone release triggers. It induces release of cortisol (the stress hormone) and oxytocin( connection and empathy).

By eliciting empathy and understanding sadness can help develop trust and generosity. Studies have shown that participants influenced by oxcytocin gave more money to charity than those not exposed.

Fear/Surprise — Desperation for something to cling to

Fear stimulates activity in the right prefrontal cortex but is mostly controlled by the amygdala (a small, almond-shaped structure in the brain. It is used to determine the level of danger of an event and trigger the fight or flight response.

However, it has been found that viewers consumed with fear when watching a film felt a greater affiliation with any present brands than compared to films with emotions of happiness, sadness or excitement. The theory is that when we’re scared we need to share the experience with others, and even a non-human brand can be attached to this

So this isn’t useful for everyone. Creating fear during your plane flight isn’t a good thing, although it could help build social relationships between passengers and attachment to any possible snacks on-board, they wont come back to fly on your plane. But it is a great tool for advertising campaign if you can shock your audience they will more likely remember you.

Anger/Disgust — Makes us Stubborn

The hypothalamus is responsible for anger, although associated with aggression it has a curious increase on levels of stubbornness.

By inducing anger studies found that mild opinions on the subject at hand can be greatly increased to a point of polarization. So to create a lasting affect on your audience you can play on this attribute by targeting creating a reason for a user to think something and then make them angry about it.

Utilising Emotions Properly — Emotion tracking

With great power comes great responsibility. Creating strong emotions in your audience is key. However, it is critical that you create the desired emotions at the desired time to get the outcomes needed. Our emotion tracking software is the market leading product to reliably discover what your audience is feeling when.

‘What gets Measured gets improved’

  • This allows producers to take control of their viewers emotions to build the ultimate journey
  • This allows marketers to create highly targeted marketing campaigns delivering more value
  • Product creators can create products that deliver the highest levels of user satisfaction.