How Emotions Influence the Decision-Making Process in Business

Have you ever been shopping at one of your favorite stores when suddenly you see something nostalgic?

It might be a shirt that favors one you had when you were young or maybe it is a toy that reminds you of one your dad bought for you when you were a child…

But, you just had to have it – even though you might not have really needed it.

Your emotions influenced your decision-making process.

You saw an item that brought up happy feelings, nostalgic feelings, and that sense of your childhood made you feel the need to purchase it.

The same thing holds true when it comes to consumers purchasing your product.

Most people like to believe that the choices they make result from a rational analysis of the available alternatives. But, in reality, emotions are one of the most influential factors in determining what decision you make.

Emotions are why people like name-brand products.

Have you ever known someone who refused to use any other type of purse besides a Michael Kors purse?

Well, of course, they like the Michael Kors purses or else they probably would not keep buying them, but their emotions also play a major role in that…

People prefer name-brand products because the way the brand is advertised has created an emotional connection with them. It might be certain attributes or features of the brand that connects with them, making them more inclined to keep purchasing. It might be a result of an ad they saw or even something the company openly does or does not stand for.

Tip: This effect that emotions have on the decision-making process is why developing your brand’s narrative is so valuable. Consumers need to hear a story that lets them know who you are and gives them something to connect to…

Then, they are more inclined to be loyal customers.

Emotions make people more likely to make impulse purchases.

Have you ever had that strong craving for something sweet?

You ran to the store for some shampoo, but you were having a craving for something sweet and so you grabbed the first chocolate bar you came across.

Well, this same impulse decision can take place in your consumers as well…

Tip: Discover what it is that makes your target audience tick. What do they like? What grabs their attention? The more personalized the item is to them, the more of an emotional connection they develop, and the more likely they are to make an impulse purchase based on their emotions.

Conclusion

The bottom line is that people do act on their emotions…

When emotions are involved, the decision-making process is affected and can have a different ending as a result of emotions.

The key to effective marketing is to tap into the emotions and interests of your target audience and play off of these. If you can develop a brand, a story, and a product that they emotionally connect with, you will see the success in your numbers.