Digging deeper: How emotions drive customer choices
Knowing the emotions that drive customer decisions is key to anticipating what purchasing decisions they'll make, writes Adam Edmunds, CEO of Allegiance. Tools exist that can help marketers figure out their customers' motivations.
Marketers often ignore a critical measurement - customer attitudes and emotions - when examining customer behavior. This critical measurement can hold the key to insights that can drive the best kind of marketing - presenting the right message and offer to the right people at the right time.
Attitudinal information is available today through new surveying technology that equips the modern marketer with a fierce advantage over those who do not recognize its value.
Attitudinal Information = Emotional Information
Measuring attitudes is a relatively new thing to do. There have been movements to uncover rational customer behavior with geographic, demographic or psychographic views. However, this new attitudinal approach to modeling behavior uncovers the reasons why people do what they do. The purpose of this is to understand the "spark" of the relationship and what role emotion plays in customer decision making. For example, what was it that interested them in the first place, and what drives them to remain interested and engaged?
Read the full article here.
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