Emotions and Logic in Consumerism

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Emotions and Logic in Consumerism Abstract Consumer purchase decisions are often linked to emotions and can lead to impulse and uninformed buying behavior. This creates a problem for marketers who rely on emotional appeals to increase sales. In order for businesses to grow in today’s economy, they must acquire new customers and at the same time retain the old ones. Research indicates that in order for advertising to be most effective in acquiring and retaining new customers, these emotions must also be linked to logic. This paper examines how marketers are using emotions and logic to generate the most sales and retain more customers. Emotions and Logic in Consumerism Advertising can be seen in virtually every aspect of our…show more content…
The other part of the equation is logic, or reason and sound judgment. Researchers have found that logic is the key in retaining customers. In this paper, we will discuss how emotions and logic are used together to increase sales and retain customers. Role of Emotions in Consumerism Emotions come from a natural instinctive state of mind deriving from one’s circumstances, mood, or relationships with others. Diverse areas of the brain control emotions, and different emotions are found in different locations. Fear conditioning has been detected to be in the amygdala (LeDoux, 2000), whereas disgust, or remorse, has been linked to the insular cortex (Sanfey et al. 2003). Activity in the striatum often denotes reward (Knutson 2003). These emotions are in many parts of the brain, yet they all influence our purchasing decisions. Marketers must understand where these emotions come from and how they work in order to sell most effectively. Frequently, the reason we actually make purchases, especially on smaller ticket items, is because our emotions tell us to (DiClemente & Hantula, 2003). On smaller ticket items, such as clothing or what food to eat, this can be dictated based purely off emotions because there is often little worry as to the consequences of their purchase. Emotions work especially well in advertisements when there is not much difference across multiple products and its offerings (d’Astous & Legendre,

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