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the advertised brand: emotion and response

January 5, 2016

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We previously considered the ability of the advertised brand to create an association between value, emotion, and response. Our primary focus was regarding the need for the advertised message to be squarely and consistently positioned upon the brand’s identity. It is the brand that establishes the value proposition, which is then naturally associated with the claims of the promotional advertising.

We now go on to consider the emotional influence upon brand association and our responses. There is no denying that emotions exert a powerful sway upon our decision making process. These effects include several factors, all of which are active at some level as we go about our day.

Even on our dullest of days, we have a very perceptive sense of what is going on around us. Although this sense usually doesn’t include a conscious recognition of the details, we are being influenced. Consider the positive effect the bright, cheery barista’s greeting has upon you. There is a lift that you can feel. It is more than the latte you are anticipating.

Then there is the influence the crowd around you exerts, which is often much more powerful than that of an individual encounter. For example, let’s return to the coffee shop. You have walked in, and before you have time to notice the long line, the barista looks up and personally welcomes you. You smile back, and then notice the line. You decide to join the crowd.

As you are inching ever so slowly forward, you begin to hear the grouches around you complaining about how long it is taking just to get a lousy cup of coffee. You think to yourself, these people are really rude. Although you don’t yet realize it, you have already lost that smile you had. Pretty soon, the guy at the register will have lost more than his smile. You had been thinking about enjoying a scone at the table, but now it’s only about getting your latte and out the door.

We both feed upon and fuel others at an emotional level. This is true whether considering how our emotional state present at the time skews our immediate responses, or the ongoing bias, which the emotion imprinted, affects future responses.

Considering the power that emotions exert upon our everyday interactions, it should be clear that their influence upon how we react to advertising is of utmost importance. It behooves us to have a clear understanding of the process involved. Obviously, both marketing and advertising are built upon the belief that it requires more than just the facts to influence a positive response.

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