Emotional Cues That Work Magic on Customers

  • Reference: ART-1971-E

  • Number of pages: 8

  • Publication Date: Jun 15, 2011

  • Source: IESE (España)

  • Type of Document: Article

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Description

Marketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often poorly predicted and remembered. In all these areas, a better understanding of emotions will help managers tailor their own act to give better prompts and get the desired response from consumers, in order to maximize customer satisfaction and loyalty at every stage of the encounter.