Want your brand to capture their hearts? Identify and address buyers’ emotional needs

Room 4 | 1:30 pm - 2:00 pm | Monday, March 27, 2023

Emotional connections with brands drive purchasing behavior, but what sparks it? We have previously shared a model of how brands trigger emotional responses and emotional identification in consumers. But what prompts consumers to consider buying?

Our studies on emotional needs, their fulfillment and their impact on brand connection and purchasing revealed that consumers often seek to address multiple emotional needs with a single purchase. Brands that fulfill these needs effectively evoke strong emotions, loyalty and future purchase intent. Our studies discovered 44 emotional needs, including the most common ones that drive consumers to purchase.

Our findings demonstrate that addressing emotional needs results in a significant emotional connection with a brand. Our model outlines what brands must do to captivate consumers and secure their loyalty, both emotionally and financially.

Key takeaways:

  • The fundamental drivers of an emotional connection with brands.
  • The role of emotional needs in purchasing, loyalty, and repeat buying.
  • Illustrations of common emotional needs and their role in forming a strong brand connection.

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