Title: How Emotions Influence What We Buy | Psychology Today
Headings: How Emotions Influence What We Buy
Peter Noel Murray Ph.D.
How Emotions Influence What We Buy
The emotional core of consumer decision-making

Content: Thanks! fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales. Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes. Reply to
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Your insight
Submitted by on November 26, 2016 - 4:15pm
Peter, your unparalleled insights are even more remarkable because of your PhD.
Yesterday, I bought Instagram followers from Aratic. Looking back, I initially thought it was because of impulse (hey, it was Black Friday), but after finding your post, I was able to nail down the exact reason. Thanks again for your insight and I look forward to your future posts on PT. Reply to
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Your article relates to real life ! Submitted by on December 15, 2016 - 1:34am
Yeah, brands touching our emotions have greater loyalty and we tend to ignore product details .