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: 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. 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.