Intuition over Logic? Emotional Branding and Consumer Persuasion in Competitive Markets

Abstract

In contemporary corporate environments characterized by intense competition, customers play a pivotal role in determining the success of any organization. Individuals often attribute logic and reason to their purchasing decisions, claiming that their choices are based solely on rational reasoning, free from emotional influence. It is essential to acknowledge that emotional factors persist in influencing behavior even after a consumer finalizes a transaction.
Utilizing effective emotional differentiators may enhance the brand's distinctiveness by establishing a distinctive brand personality, so cultivating a stronger relationship with customers. Various appeals are employed to affect consumer behavior, encompassing logical, ethical, and emotional considerations. This compilation of potential outcomes illustrates that emotional appeals often elicit either positive or negative sentiments among consumers.
Consumers frequently succumb to emotional influences, making them susceptible to persuasive tactics that provoke strong emotional responses. This article aims to examine and elucidate the primary causes of a certain phenomenon or issue. What methods may be employed to accomplish this? Marketers employ emotional appeals as a strategic approach to enhance their position in the consumer's perception.