Those Darned Emotions

People often weigh buying decisions on how they anticipate they will feel about the purchase after they’ve done it.

A recent study by researchers at University College London found that people almost always misinterpret how they are going to feel and consequently go on to make poor decisions.

The job of brand is to see to it that customers anticipate positive emotional experiences and are rewarded by having positive emotional experiences after they have bought.

Harry Chittenden

How To Get Consumers To Pay Attention to Your Ads

ADVERTISE SOMETHING THAT THEY ARE INTERESTED IN!

Again researchers are showing us anew what common sense has said all along. People pay attention to stuff if they already have an interest.

A new study by researchers from the Netherlands and the University of Michigan used eye tracking and timing equipment to measure what really got subjects attention. The answer: their attention went to where their interests lay.

What is the lesson here for us trying to market our brands? It’s to find channels of communication that have the greatest access to people who we know are interested in our product.

Old school: spend heavily in mass media, broadcast your message to as many eyeballs as possible and hope for the best.

New school: narrow your communications channels to those outlets where you are most likely to find customers actually interested in your product.

Posted by Harry Chittenden