Emotions have become one of the key pieces in marketing and advertising, one of the elements that marketers use on a recurring basis to try to connect with consumers. At a time when being relevant is increasingly difficult, emotions have been positioned as a kind of safe value.The connection between brand and consumer is deeper and the permanence in memory much more solid. In fact, it’s one of those elements that gets underlined when talking about how to get consumers to remember your ads. The emotional burden leads to being remembered even though the advertisements are often quickly forgotten.But are emotions the solution to all problems? Are they an infallible weapon in the face of brand challenges and their complications in reaching consumers and positioning their messages?
As much as marketers may think that emotions fix everything, the reality is much more complicated.The announcements from the corona virus era made Panama Email List this very clear, for example. The ads relied on emotions and the former managed to powerfully move consumers. An empathy, a connection, was established between users and brands.However, at the later time, when all brands were using the same emotions to reach the consumer, the ads ended up becoming common places , a cliché that did not add anything and did not make the brand that positioned it stand out.Emotions are not only burned by an excess of marketing and advertising use, but they must also arrive at the right time and with the right message. At that point is where the findings of a coming study recently conducted by researchers from the univesidad of Illinois Urbana-Champaign and the Gies College of Business at Illinois. Overall, the research findings point out, successful ads often use an emotional appeal to consumers. That is, the emotions generated by the ads are what drive the consumer’s response.This relationship should not, however, be taken as absolute truth. Researchers have pointed out that emotional advertisements do not always perform the best in terms of recall, especially if an immediate memory is what you want.
Even when the ad has a positive impact on long-term memory, it may not impact immediate memory, which is sometimes what brands need and seek.The effects of emotions Data from three experiments carried out by researchers at the University of the Negev show this. The researchers exposed participants to low and high emotionally charged ads to see how consumers responded in terms of recall. What did you remember best and how did that message get into your memory?Overall, the researchers came to the same conclusion that other studies have already repeated. Ads with a low emotional charge and that focus on other points (such as pointing out the benefits of the product) are more effective in immediate memory while emotional ones do so in the long term.
Still, emotions are not always a safe element. As the researchers explain, if the emotions that the ad arouses do not fit with the brand’s message (the claim), the effect is lost. That is, if there is a disagreement between the emotions generated by the message and what the brand tries to position, it will not remain in memory.In summary, and to conclude, the researchers note that marketers must make an informed choice between emotions and non-emotions. That is, they must be very clear about which memory they are seeking to appeal to and what they want to achieve, in order to choose which key they are going to play from there. If what they want is something immediate, the emotions will not work.