Neuroscience shows the emotional centers of the brain (the insula and striatum) are activated during money transactions, loyalty decisions, and when interacting with brands they love. Most consumers decide what to buy on a sub-conscious emotional level and then construct a rationale.
Ad effectiveness studies have shown that ads featuring an emotional appeal are more effective than ads featuring a rational appeal. Just imagine a world of advertising without babies, puppies, and Clydesdales.
The affinity that consumers express for a brand has a 70% correlation with their purchasing patterns (e.g., purchasing a product, paying a price premium, recommending it to friends, ignoring competitive alternative, etc.), which is an extremely strong purchase indicator.
Teamed with Colgate for a LoveQuotient engagement to understand the emotional drivers of Hispanic consumers when making oral care decisions. The results? A framework that provided the marketing team insight and direction to develop compelling positioning and communications behind their brands for this key market segment.
Worked with Citi globally through a LoveQuotient engagement to identify the key drivers of love in the banking and credit card industry and to identify the brand’s opportunities to deepen its emotional connection with customers. The outcome? A highly informed brand repositioning that bridged the rational drivers of choice to the emotional drivers of love in the category.
Partnered with E! to measure the emotional impact of advertising on E! Online, utilizing biometric (facial expression recognition and eye tracking) and behavioral response data. The findings? E! Online delivered stronger emotional response than its competitors, in turn driving higher ad recall, advertiser favorability, and intent to purchase among consumers for those brands advertising on eonline.com.