Emotions in Purchasing Decisions

Currently in regard to customer purchasing, emotional factors are vital as classic functional aspects of service or product. Organizations with their marketing operations try to arouse the emotions of customers for tying the consumer to a brand of the organization. This is sometimes referred to as emotional marketing. Furthermore, organizations want to establish with the consumers an emotional channel of mutual collaboration and trust. This paper will discuss in detail the how the emotions of customers affect their purchasing process.

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Emotions can be described as the state of psychological arousal with cognitive aspects that may depend on the specific context. Emotions can be categorized as complex or basic. The basic emotions include anger, anxiety, sadness, disgust and fear. Furthermore, emotions can also be recognized from facial expressions and can be classified in terms of lust, boredom, happy, revenge and hate. The emotional stimuli may be evident in an event in terms of a particular scene, the semantic representation of the customers, advertising campaigns, and posters. When the customer sees these events, then as a first reaction, they spot on an alert that gives the customer or the individual viewing the product a semantic change as the heart rate rises, increase in sweat, the rise of muscle tensions, and the acceleration of respiratory rhythm. Verbal language and facial expressions reflect the outside deepest emotions which may include a sunny smile, an altered tone, or a corrugated face.

The concept of emotions continues to become a vital principle especially with the emergence of consumer pleasure. In this instance, the emotions represent a form of language that is universally spoken and comprehended. As a distinctive element, emotions must be utilized or added so as to enhance the basis for the supply of the service or the product especially if the emotions are designed to be managed with ethical spirit and rigor. A customer does not look for a product that meets the rational processes and the needs but for a service or a product that becomes the center for psychological, a source of feelings, symbolic meaning and relationships. There are two kinds of needs that represent a customers purchasing decisions. These kinds of needs include functional needs that are satisfied by the product functions and the emotional needs that are associated with the psychological aspects of the ownership of the purchased product. This means that the products have to generate emotions while at the same time offer traditional attributes or good functionality.

Currently, most of the products that are produced in companies are almost similar and can be substituted for each other.it is thus vital for companies to diversify the products with other factors that may include emotions. A good example in this context is when individuals do not consider ice cream as the only product of a cafe but how the product is presented to the customer in the cafe and the context that the customers are eating or taking their ice cream. This means that a company would not only sell a simple product as a standalone product but as a part of a complex component of supply that consist on the experience that the consumer is going to have, and this awakens the senses of the customers thus deriving through the use of that product (Masters,2013). Furthermore, consumers remember almost the entire emotions, the fragrances, and the smell of the product. It is thus imperative that during the advertising of the product, it is necessary to touch the intangible aspects of the product, the images and the forms that are linked with a process of the significations. Any organization would want to create an emotional link between their product and their customers. This ensures that they create a deep relationship and experience (Raab, 2009).

When a customer is in an environment that makes him/her feel fear, then their purchasing decision may be negatively impacted. The type of fear that a customer feels can be categorized in terms of the situation or the circumstance that the customer is in. if a customer is in an environment that is not conducive for them to make a decision or an environment that they feel that they are not safe, then they may decide not to purchase the product. A good instance, in this case, is when the security of a place is not adequate. Nobody wants to be in an insecure environment for safety reasons. This means that the customers would avoid the insecure place, and the end results are that the sellers of the products would lose on the potential customers.

The other kind of fear is uncertainty. If a consumer is not certain about the contents or the usability of a product, then they may find themselves avoiding such a product. The uncertainty that causes the fear may be due to lack of information or the provision of wrong information. Lack of information may impact negatively the purchasing decision of a product from the perspective that the consumers may not know the contents of the product and do not know how the product operates or the side effects of the product. On the other hand, the purchasing decision of a product may be impacted by the production of wrong information. If a customer realizes that the information that they have been given are wrong, then they become suspicious about the product and end up not purchasing the product. It is, therefore, vital that the organization provide the correct information in all their products and also offer the correct side effects of the products that they sell.

It is also very vital that all forms of emotions should be analyzed by an organization so that they can know how to market their products. It is not only enough to manage the emotions of the consumers. It is vital that the correct information is also provided so that the consumers do not make the wrong decisions, and this will affect the organization in the long run. It is thus the emotions that are exhibited by customers that make the consumers prefer some brands over others. This is because most of the products that the consumers purchase are generic or brand products. It is how the consumers deal with the emotions that may influence how certain products are purchased. By fearing certain components of a product, the company loses on its potential purchasers (Bly, 2015).

In conclusion, the concept of emotions continues to become a vital principle especially with the emergence of consumer pleasure. Consumers remember almost the entire emotions, the fragrances, and the smell of the product. It is thus imperative that during the advertising of the product, it is necessary to touch the intangible aspects of the product, the images and the forms that are linked with a process of the significations.

References

Masters, B. A. (2013). Spoiling for a fight: The rise of eliot spitzer. New York: Henry Holt and Company.

Raab, D. M. (2009). The marketing performance measurement toolkit. Chicago: Racom Communications.

Bly, R. (2015). Marketing plan handbook: Develop big-picture marketing plans for pennies on the dollar. Place of publication not identified: Mcgraw-Hill.