Emotional consumer vs. rational consumer

[suchona.kani.z]

In practice, we can talk about emotional branding when the emotional response that the brand is able to trigger in consumers makes them want to purchase the product or service of that brand almost without having a full rational explanation.

Emotional brands have an impact especially in terms of long-term attachment and customer expectations.

This is the case, for example, of the somewhat nostalgic affection for the photography brand Kodak, or the attachment and sense of “need” towards McDonald's, or the sense of status reliability represented by Apple products.

Emotionality is an integral part of being human, which is why emotional marketing proves to be a highly effective strategy.

However, it is possible to make a distinction between emotional brazil email list consumers and rational consumers.

The emotional consumer , when it comes to making a consumer choice, is guided by emotions and, in almost all cases, is not aware of it.
The rational consumer , when making a purchasing decision, does an exercise of reflection, analyzing the situation as objectively as possible.
It is clear, therefore, that if you want to integrate emotional marketing into your brand's promotional and communication strategy, the consumers to whom you will direct your efforts will be emotional consumers.

Emotional consumer vs. rational consumer

How to give emotional strength to the product through the story
There are several ways to give emotional strength to your product or service, and every single touchpoint between your brand and your customers is a good opportunity to do emotional marketing.

However, there is a particular strategy, used by many brands, to give emotional strength to their product or service by exploiting the story: storytelling .