April 2-3, 2019
Emotions are an integral part of purchasing behavior in many categories but when and how do they influence consumer behavior? To answer this question, we designed and fielded two large studies about 17 major consumer brands in order to shed light on the emotions associated with these brands. We gathered data on the current and expected feelings consumers have when thinking about and using brands as well as how feelings about oneself influence buying.
Statistical analysis of the data produced a model of emotion dynamics that explains how and when emotions influence purchasing, what emotions matter and how they result in purchasing and loyalty. This model identifies the few key emotional drivers that trigger initial and repeat purchasing. In this session we’ll share that model together with our findings about why brands evoke emotions (or fail to!) and what parts of the emotional journey with a brand have the biggest impact on the feelings consumers have about that brand.
Unlike most models, which are abstract and untested, Beall’s model rests solidly on data: it’s the outcome of two large empirical studies conducted across a variety of brands over many different categories. Furthermore, the Beall model explains the majority of purchasing behavior. Our results point directly to which elements most brands should be focused on to convert potential customers, how brands need to engage the emotions of current customers and what feelings matter most when creating brand advocates.
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