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Unearthing Emotional Motivations
In order to create an emotional connection with consumers, first one needs to understand both how they feel about (1) the category and the needs it serves and (2) the emotions which actually motivate purchase. It is not easy to uncover these emotional motivators for numerous reasons:
Rational Purchasing Consciousness: People tend to believe that they make decisions based on purely objective & rational criteria.
Fear of "Hidden Persuaders": many respondents fear that if we really knew what made them tick, we would take advantage of them and sell them things they don't really need.
The uncovering of emotional motivations is only the first step in a successful emotional marketing campaign. In our eclectic society, people are (more than ever before) motivated by different emotions.
It is only through the identification and successful targeting of discrete groups of consumers with similar emotional motivations that strategic emotional marketing can be successful. Nunwood offer a comprehensive solution to this through our segmentation expertise.
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annethompson@nunwood.com
