When consumers see a product before receiving attribute information, the product's external appearance can stimulate them to look for impressions based on initial influence, which they later use as the basis for independent judgments with the criteria they would otherwise apply. As a result, consumers' moods affect their judgments differently than what they would do.
When consumers receive verbal information about a product's attributes, the impact on their evaluation depends on their belief that the product should be evaluated based on hedonic versus utilitarian criteria. However, when consumers see a product before receiving attribute information, the product's external appearance can lead them to form an emotional first impression that they then use as a basis. To evaluate independently of the criteria they would otherwise apply. As a result, consumers' moods affect their judgments differently than what they would do.
A review of findings from the psychological literature indicates that mood states have direct and indirect effects on behavior, evaluation, and memory. In addition to mood regulation (positive or negative), consumers make choices that match their arousal level. For example, people who feel relaxed tend to choose relaxing products, while those who feel energized tend to choose enjoyable products. On the other hand, when consumers are in a negative mood, they prefer products that do not match their excitement level and current mood. For example, people with a low arousal mood will choose pleasant products that are highly stimulating, while those with a high arousal mood will choose products with a high arousal mood. Pleasant has a low level of arousal.
In general, we find that people will show a strong preference for products that make them "feel better." The consumer's product choice will align with the search for a pleasant mood and alleviate a bad mood.
fMRI brain scans show buyers mainly use emotions (personal feelings) rather than information (brand characteristics and facts) when evaluating brands. Research on advertising shows that emotional responses to advertisements have a much more significant influence on consumers' reported purchase propensities than the ad's content, with a factor of 3:1 for television and 2:1 for print. Studies show that positive feelings toward a brand also have a much more significant influence on consumer loyalty than other judgments based on more rational brand attributes. Emotions are the main reason many of us choose branded products. After all, many of the products we buy are available under private labels and include the same ingredients for a lower price. So why do we decide to pay more for branded products? The answer lies in the emotional connection that brands establish with us.
Brands are often nothing more than a commodity with an emotional expression in the mind of the consumer. When mental perception includes only product features and other factual information, there is no emotional connection to influence the buyer's emotions. The richer the emotional content of the spiritual expression of a brand or product, the more likely a buyer is to buy, and the consumer will become a loyal user. We all know that emotions can be conveyed effectively in advertising, and this appeal is more emotional than rational. As a result, brand personality can also be communicated through packaging, visuals, and in-store point-of-sale displays when shoppers decide whether to buy or not.
As buyers and consumers, the essential feature of emotions is that they motivate us to act. In response to an emotion, people are forced to do something. For example, in a physical confrontation, fear forces us to fight or run to ensure survival. Likewise, insecurities can lead us to buy the latest smartphones to support our positive self-image in our daily social interactions. Over time, retailers and brand marketers have developed theories about why shoppers buy. Unfortunately, most of them need to be revised because they see the buyer through the lens of the product. Typically, marketers start with product features and benefits and research individual consumer needs and motivations. Brands and retailers can dramatically improve buyer and consumer engagement and drive sales by better understanding the emotional connection of brands and products with buyers and consumers. As shopper marketers tap into the sensory perception of brands, I predict there will be a revolution regarding how different brands perform, for better and worse. Nevertheless, too many retailers and brands need to pay more attention to the emotions of shoppers and consumers.
All product judgments ultimately aim to select the appropriate behavior for the product. At a particular stage of choosing the right behaviors to satisfy specific needs, the consumer will face many candidate products that he will have to evaluate. The strong preference effect in judgment and choice occurs when consumers do not expect a final evaluation or selection task. However, these preference effects are eliminated when the selection task is anticipated. The results also show that the relationship between judgment and memory depends on the pattern of observed ordering effects in judgment and memory.
5 Stages of the Consumer Evaluation Process −
Problem Recognition − Realizing a Need for a Service or Product
Information Seeking − Information Gathering
Evaluate Alternatives Alternative − Review Choice vs. Comparable Alternatives
Purchase Decision − Make an actual purchase
Post Buy Review − Reflect on a purchase they have made presently
Small changes in the physical environment can affect a consumer's mood at the time of purchase, and slight deviations in communication strategy can significantly affect the mood in contact with advertising. When consumers see a product before receiving attribute information, the product's external appearance can lead them to form an emotional first impression that they then use as a basis. To evaluate independently of the criteria they would otherwise apply. As a result, consumers' moods affect their judgments differently than what they would do.
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