Alluring consumers- The emotional way

Today, customers are the critical for the success of any business organization because of fierce competition. They often attribute logic and reasoning to their purchase decision and try to reassure themselves that they have made rational purchases and emotion has not played any role in their decision making process. However, the reality is when a customer purchases a product; he is still influenced to an extent, by emotional considerations. Carl W. Buechner had once quoted- "They may forget what you said, but they will never forget how you made them feel." Effective Emotional points of difference can drive greater distinctiveness for the brand because they create the brand personality and thus help in connecting with the consumers well. A variety of appeals are used to influence the consumer behavior which include rational appeals, moral appeals and emotional appeals. Among these, emotional appeals tend to arouse positive or negative emotions in the customers. Consumers are human beings, often driven by emotions and feelings and hence they can be swayed by strong emotional appeals. This article explores and highlights on the Why? and How? Emotional appeals are being used by marketers to position themselves better in the mind of consumers.