Chicago

April 2-3, 2019

Chicago
Register Now Convince the Boss

Hooked on a Feeling: An Empirically-Derived Model of the Emotions that Brands Can Use to Reel in Customers and Create Brand Loyalty

Room 4 | 10:00-10:30 | Tuesday, April 2, 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.

Presentation type:

  • Research Report

Subjects covered:

  • Predictive analytics
  • Emotional measurement (neuroscience/eye-tracking)

Takeaways:

  1. The major feelings that lead potential customers to try brands.
  2. The major feelings that drive repeat purchasing and willingness to recommendation of a brand among current customers.
  3. The most important moments in the emotional journey for brands and what predicts repeat purchasing.

Speakers:

More sessions

See all sessions

Has Anyone Ever Asked You What it Feels Like to be You?

Research is a navigation tool to inform decisions that help organizations meet strategic goals. Enhancing relationships with key stakeholders is a critical element of meeting goals. We need to intentionally [...]

Details

Wednesday | 3:15-3:45 | Room 1

Hey There Good Lookin’ – How Tyson is Adapting Dating Apps to Screen Food Ideas

We will focus on how we believe that the language of consumer insights needs to change to reflect how people communicate now. We will come at this from two sides: 1. [...]

Details

Wednesday | 4:00-4:30 | Room 3

Culture, Codes and Cognac: How We Used Semiotics to Reinvigorate Grand Marnier’s Global Brand Assets and Enrich Mental Availability

This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key [...]

Details

Wednesday | 4:00-4:30 | Room 1