Sunday, June 02, 2013
Unknown
Emotional cues that work magic for customers
Marketers have long understood
that emotions play an important role in consumer decision making. But, as the
latest scientific evidence suggests, their influence is much more nuanced and
complex than many are aware. Subtle, rather than intense, emotional reactions
are often more persuasive. Short-lived emotions can have lasting effects. The
experience and expression of negative emotions can sometimes be beneficial. Emotional
experiences are often poorly predicted and remembered. In all these areas, a
better understanding of emotions will help managers tailor their own act to
give...
