Title: Emotional appeal in advertising: Why it works - PsychMechanics
Headings: Emotional appeal in advertising: Why it works
Emotional appeal in advertising: Why it works
How emotions influence buying behaviour
The importance of trust
Power of emotional appeal in advertising
Emotions and memory
Positive and negative emotions
Consumer decision-making process
The case of John Lewis
References:

Content: When you see a price discount on an item you know can benefit you, you’re swung into action and you instantly make the purchase. This is because you perceive the benefits of the purchase to be very high compared to the costs. You’re offered more Value. Other ways advertisers reduce the perceived costs for potential customers is by explaining how their product or service can save time, effort and energy. Consider what would happen if advertisers offered the same set of Benefits at a higher Cost in the pursuit of making more profits. The Value offered to the potential customer will get closer and closer to zero, making them unlikely to buy. If the potential customers perceive the Cost to be higher than the Benefits, Value will be negative and they’ll avoid the product like a plague. Now, what should advertise do if they want to increase the price of their products so they can earn more profits? Of course, they should promise more Benefits to maintain a large Value. But, sometimes, companies can get away with charging a premium for their products without adding significant benefits.