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: 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. 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.