Businesses and marketers might have you believe that consumers make purchasing decisions based on rational and logical thought. The truth is, according to a study by psychologytoday.com people rely more on their emotions when making a purchase.
The most common emotions people use to make shopping decisions are: Happiness, Sadness, Anger/Disgust and Afraid/Surprised. As a marketer it is important to educate and guide your customer to offer a solution to their emotions with your products or services.
Digital Signage is a great way to appeal to your buyers’ emotions. A good example is through the use of videos. You can showcase a story about how your services have helped a community or changed a person’s life. You can also have loyal customers give a great review about their shopping experience at your business.
Remember we are humans, humans who mainly use emotions to connect with our favorite brands and products through feelings and memories. This is why marketers would rather use emotional advertising than educational or informational ads. People will most likely associate with a feeling or a memory rather than a “slideshow of heavy facts.”
So take some time and learn about your customers and their needs. What can you offer them? How will it help them? How can you leave a lasting impression? Use this information to influence their decision-making process.