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: For instance, Apple has been releasing iPhone models that don’t offer significant benefits over previous models. Yet, consumers keep buying the latest models at higher prices. Why? It’s not that the above equation has failed in this case. It’s just that the functional benefits of a product are not the only benefits that consumers appreciate. They’re also sensitive to the psychological benefits of owning certain products, being associated with, and having an emotional connection with certain brands. These things maintain a large Value despite a significant increase in Cost. Unsurprisingly, research shows that consumers having an emotional connection with a brand are less price-sensitive. They’re willing to pay a premium as long as the brand continues to emotionally satisfy them. 1
How emotions influence buying behaviour
The importance of trust
In a perfectly rational world, you see a product or service offering you significant value (many benefits, fewer costs), you make the purchase.