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: I'm
Submitted by on March 31, 2014 - 2:33pm
Hi Peter, great article. I'm a branding consultant. In your article, you refer to several studies. Do you have references for these studies? Particularly the ones mentioned in this section, I'd like to read more on them. 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.