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: It’s not just a simple matter of liking an ad and then purchasing the product advertised. There are other factors involved. But it all comes down to a potential customer’s value perception. Value is defined as: Value = Benefits – Cost
The value of Value in the above equation should be positive (preferably large) if we are to increase the probability of a potential customer buying our product. This is why advertisers often highlight, and sometimes exaggerate, the benefits of a product or service they’re offering. They’re trying to increase the Benefits-perception of their potential customers to make Value as large as possible. On the other hand, Cost in the above equation is mainly the monetary price that consumers pay. The advertisers try to diminish Cost as much as possible to ensure that Value is as large as possible. This is usually done by offering price discounts.