{"id":4464,"date":"2021-04-11T12:00:23","date_gmt":"2021-04-11T12:00:23","guid":{"rendered":"https:\/\/conversion.com\/?p=4464"},"modified":"2024-09-09T15:18:46","modified_gmt":"2024-09-09T15:18:46","slug":"emotional-relevance-marketing","status":"publish","type":"post","link":"https:\/\/conversion.com\/blog\/emotional-relevance-marketing\/","title":{"rendered":"Increase customer engagement by creating emotional marketing experiences"},"content":{"rendered":"<section class=\"c-post-content\" data-ref=\"case-content\">\n\t<div class=\"post-content\">\n\t\t<div class=\"post-content__container container container--medium\">\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--links\">\n\t\t\t\t<div class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t<h3 class=\"sticky-menu__title\">Contents<\/h3>\n\t\t\t\t\t<ul class=\"sticky-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Introduction<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#findingtheemotionalconnection\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Finding the emotional connection<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#howpeoplemakedecisionsabriefresearchoverview\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">How people make decisions: A brief research overview<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#thepowerofemotionalcommunication\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The power of emotional communication<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#marketingandemotionthedominanceofimplicitprocesses\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Marketing and emotion\u2014the dominance of implicit processes<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#optimizingyourmarketingexperiencesforemotionalconnection\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Optimizing your marketing experiences for emotional connection<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#thelimbicmodel\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The Limbic model<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#howweleveragethelimbicmodelatconversiontoengagecustomers\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">How we leverage the Limbic model at Conversion to engage customers<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#thefutureofmarketingisemotionalmarketing\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The future of marketing is emotional marketing<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/aside>\n\n\t\t\t<div class=\"post-content__content\">\n\t\t\t\t<ul class=\"post-content__sections\">\n\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"introduction\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Most marketers know the age, sex, geolocation, browsing behavior, and purchase history of their target customer segments. Although, despite having a lot of data, marketers are still just scratching the surface of why their customers behave the way they do. Marketers in the retail sector are able to discern the who, the what, and the how, but we are still missing the\u00a0<em>why<\/em>.<\/p>\n<p>Many tools and technologies integrate\u00a0personalization\u00a0and artificial intelligence, which can help address customers directly. However, marketers must understand risk and avoidance behaviours to employ emotional marketing experiences.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__index\">\n\t\t\t\t\t\t\t\t<h3 class=\"post-content__index-title\">Contents<\/h3>\n\t\t\t\t\t\t\t\t<ul class=\"post-content__index-links\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIntroduction\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#findingtheemotionalconnection\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFinding the emotional connection\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#howpeoplemakedecisionsabriefresearchoverview\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tHow people make decisions: A brief research overview\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#thepowerofemotionalcommunication\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe power of emotional communication\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#marketingandemotionthedominanceofimplicitprocesses\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tMarketing and emotion\u2014the dominance of implicit processes\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#optimizingyourmarketingexperiencesforemotionalconnection\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tOptimizing your marketing experiences for emotional connection\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#thelimbicmodel\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe Limbic model\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#howweleveragethelimbicmodelatconversiontoengagecustomers\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tHow we leverage the Limbic model at Conversion to engage customers\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#thefutureofmarketingisemotionalmarketing\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe future of marketing is emotional marketing\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"findingtheemotionalconnection\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Finding the emotional connection<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Suppose you\u2019re a marketer at Madewell, for example. You might know that your customer, Gwen, is a woman in her mid-20\u2019s, living in Chicago. Her recent purchase history might include buying heels in size 7. You might also know that she is a repeat customer and most often purchases from her tablet.<\/p>\n<p>Still, you don\u2019t know why she bought that pair of heels. You don\u2019t know what motivated her to take action and buy that particular pair of shoes at that precise moment.<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"wp-image-33391 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2021\/03\/Gwen-persona-revised-Feb2021.png\" alt=\"\" width=\"598\" height=\"299\" data-lazy-src=\"\/wp-content\/uploads\/2021\/03\/Gwen-persona-revised-Feb2021.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>What makes Gwen tick?<\/em><\/div>\n<p><strong>What if you did know what makes your customers tick?<\/strong><\/p>\n<p>Recognizing emotional triggers allows marketers to understand how to better engage with their customers and design connected marketing experiences.<\/p>\n<p>In this post, we are going to look at how emotion and buying behavior drive your shoppers to motivate them to make decisions. At Conversion we have a proprietary framework that helps us to:<\/p>\n<ol>\n<li>Identify the dominant personality types of our clients\u2019 target customers, and<\/li>\n<li>Create emotional marketing experiences that resonate with these different personality types.<\/li>\n<\/ol>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"howpeoplemakedecisionsabriefresearchoverview\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">How people make decisions: A brief research overview<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Before we get into the framework, let\u2019s look at the current research behind how people make buying decisions. Specifically, are your customers\u2019 decisions triggered by emotional drivers or reason?<\/p>\n<p>This situation may seem like the proverbial chicken or the egg problem, but consider this scenario, for example:<\/p>\n<p><em>A customer is about to purchase a new refrigerator. The one they have is only a year old, but it has already broken down twice. The repair company blames the brand\u2019s product quality\u2014they always get calls about these models. The customer service line is no help. The customer knows they need to move ahead and buy a new one.<\/em><\/p>\n<p>They don\u2019t want to make the same mistake twice, so they prepare by doing some market research on available choices. They consult product reviews online and ask the repair company for suggestions on refrigerator brands and models. They read about the features and benefits of each model to compare them.<\/p>\n<p>And after careful consultation of these sources, they make a final decision.<\/p>\n<p><strong>Question: Is this an example of an emotional or a rational decision-making process?<\/strong><\/p>\n<p>Even with a lengthy, seemingly rational decision-making process, they are highly motivated by their emotions. The fear of purchasing another subpar appliance drove their decision to consider alternate brand options.<\/p>\n<p>Behavioural scientists know that decisions aren\u2019t based on reason alone. Ancient philosophers like Plato initially separated emotion from logic. We now have evidence that our emotions inform the cognitive process and influence our decisions.<\/p>\n<p>To offer some context, In the 1990s,\u00a0<a href=\"http:\/\/www.nber.org\/\">findings<\/a>\u00a0in cognitive psychology, anthropology, evolutionary biology, and neurology began to challenge the original assumption. Scientists realized that emotion and reason are integrated systems\u00a0rather than separate states. And that emotions (like fear) can prompt action before a subject can cognitively process the\u00a0<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/02699939308409176?journalCode=pcem20\">threat<\/a>.<\/p>\n<p>The evidence has led to a shift from thinking of a rational to an emotional decision-making process\u2014which can provide insights into purchase intent. In summary, many scientists and researchers now believe that\u00a0<b>emotions drive actions<\/b>. And while this may be obvious, many marketers are not capitalizing on this insight.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"thepowerofemotionalcommunication\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The power of emotional communication<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><h2><span style=\"font-size: 16px;\">We are not thinking machines that feel, we are feeling machines that think.<\/span><\/h2>\n<p>\u2013 Antonio Damasio, Professor of Neuroscience, University of Southern California<\/p>\n<figure class=\"alignfull\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"offset-md-2 col-md-8 col-md-8\">\n<p>Imagine for a moment that you live in a nice neighborhood. Your home and yard mean a great deal to you. After all, this is the place where you and your family spend the most time. You\u2019ve taken pains with the paint job, the hanging plants, the grass, the garden, the cobblestone pathway leading to your door.Your favorite chair is waiting on the porch for you after a long day at work. You\u2019ve created a space that is a sanctuary. Your sanctuary.<\/p>\n<p>And the last thing you want are pushy solicitors walking up to your door, interrupting your tranquility and invading your family\u2019s space.<\/p>\n<p><!-- So, you decide to hang a sign on your front gate to keep unwelcome guests out. You are deciding between the two options below:\n\n\n\n\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered error\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2021\/04\/dog-300x131.png\" alt=\"\" width=\"100%\" data-lazy-src=\"\/wp-content\/uploads\/2021\/03\/image-19.png\" data-ll-status=\"error\" \/>\n<em>Which one do you choose?<\/em><\/div>\n\n\n\n\n--><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/figure>\n<p>We\u2019re going to guess that you\u2019re leaning toward the sign with the ferocious-looking dog (because most people do). But why is this sign more effective than the other?<\/p>\n<p><strong>What makes the dog so effective?<\/strong><\/p>\n<p>In the example above, the sign on the left relies on fact-based, informational communication. The message \u201cPrivate Property | No Trespassing\u201d seeks to inform an attitude based on the traditional societal norm of respecting another person\u2019s property.<\/p>\n<p>The sign with the dog, however, relies on\u00a0<b>emotional communication<\/b>. It seeks to probe a much more powerful underlying response. For many people, the threat of being attacked by a dog triggers a risk-averse emotional response. And that emotional response makes it less likely that they will trespass on your property. Communication (the sign) triggers an emotion (fear), which triggers an action, or lack thereof (not trespassing). Your shoppers are influenced by emotional communication in the same way.<\/p>\n<p>Neuroscientist Joseph LeDoux\u00a0<a href=\"https:\/\/books.google.ca\/books?id=52HKy4RXqpAC&amp;pg=PA19&amp;lpg=PA19&amp;dq=The+emotional+brain+processes+sensory+information+one+fifth+the+time+cognitive+brain+takes&amp;source=bl&amp;ots=FU0Q5CsOpP&amp;sig=hq5aM4q9fYJ8Y7KgMfplw9LzIx4&amp;hl=en&amp;sa=X&amp;ei=xf8UU_HoKIajkQfu1oBo&amp;redir_esc=y#v=onepage&amp;q=The%20emotional%20brain%20processes%20sensory%20information%20one%20fifth%20the%20time%20cognitive%20brain%20takes&amp;f=false\">explains<\/a><i>, \u201cthe wiring of the brain at this point in our evolutionary history is such that connections from the emotional systems to the cognitive systems are stronger than connections from the cognitive systems to the emotional systems.<\/i>\u201d<\/p>\n<p>LeDoux suggests that our brain waves flow from\u00a0old brain to new brain, meaning our decision-making processes are much less rational than we\u2019d all like to believe.<\/p>\n<p>Moreover, emotions happen before thought, and they happen far faster.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"marketingandemotionthedominanceofimplicitprocesses\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Marketing and emotion\u2014the dominance of implicit processes<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>There are two types of human thinking: conscious thinking and unconscious thinking.<\/p>\n<p>In\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Rational_choice_theory\">classic economic theory<\/a>, consumers are rational economic actors who make choices after considering all relevant information, using conscious thinking.<\/p>\n<p>But there\u2019s a problem with that theory.<\/p>\n<p>Conscious thinking is an explicit process and requires a significant amount of energy. The human brain accounts for just 2% of your body weight, but it consumes more than 20% of your energy. Because your body has evolved to operate as efficiently as possible, it limits energy-sapping conscious thinking.<\/p>\n<p>This means that your brain processes almost all communication signals from your environment unconsciously,\u00a0through implicit processes.<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"wp-image-33391 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2019\/05\/implicit-processing-graphic-revised.png\" alt=\"\" width=\"600\" height=\"525\" data-lazy-src=\"\/wp-content\/uploads\/2019\/05\/implicit-processing-graphic-revised.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Implicit vs. explicit processing illustrated in bits of information absorbed per second.<\/em><\/div>\n<p>This implicit process is controlled by the limbic system, which is sometimes referred to as the emotional brain. As a result, many of our decisions are made unconsciously and are based on emotion.<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"wp-image-33391 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2019\/05\/TheLizardBrainBuys_Blogpost_revised-Feb2021.png\" alt=\"\" width=\"595\" height=\"261\" data-lazy-src=\"\/wp-content\/uploads\/2019\/05\/TheLizardBrainBuys_Blogpost_revised-Feb2021.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The limbic system is sometimes referred to as the \u2019emotional brain\u2019.<\/em><\/div>\n<blockquote>\n<p>We have gut reactions in three seconds or less. Emotions process sensory input in only one-fifth of the time our conscious, cognitive brain takes to assimilate that same input. Quick emotional processing also happens with cascading impact. Our emotional reaction to a stimulus resounds more loudly in our brain than does our rational response, triggering the action to follow.<\/p>\n<p>\u2013 Dan Hill, Author, Emotionomics: Leveraging Emotions for Business<\/p>\n<\/blockquote>\n<p>When a customer decides to buy from you, they have often decided before their conscious mind is even aware of it. Based on millions of cues, they have determined that your product is a fit for them at that moment in time.<\/p>\n<p>It\u2019s up to you to create that feeling of \u2018this fits me\u2019 for your target customer and to provide the features and benefits they need to justify their purchase after the fact.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"optimizingyourmarketingexperiencesforemotionalconnection\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Optimizing your marketing experiences for emotional connection<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>The trouble for most marketers is that it is tough to:<\/p>\n<ol>\n<li>Identify what your target customers\u2019 core emotional drivers are,<\/li>\n<li>Showcase your findings as a dataset, and<\/li>\n<li>Incorporate those motivators into your marketing experiences<\/li>\n<\/ol>\n<blockquote>\n<p>Identifying and measuring emotional motivators is complicated because customers themselves may not even be aware of them. These sentiments are typically different from what customers say are the reasons they make brand choices and from the terms they use to describe their emotional responses to particular brands.<\/p>\n<p>\u2013 Scott Magids, Alan Zorfas, and Daniel Leemon, \u201c<a href=\"https:\/\/hbr.org\/2015\/11\/the-new-science-of-customer-emotions\">The New Science of Customer Emotions<\/a>\u201c, Harvard Business Review<\/p>\n<\/blockquote>\n<p>But it isn\u2019t impossible. We call this optimizing for emotional relevance. And it first requires an understanding of the emotional systems of the human brain.<\/p>\n<p>In particular, you need to understand the three main emotional systems and how they influence customer behavior through both desire and aversion. These include:<\/p>\n<ul>\n<li aria-level=\"1\">The\u00a0<b>Stimulance<\/b>\u00a0System, which aims to discover new things and learn new skills. This part of the brain is triggered by novelty, curiosity, change, surprise, and excitement. This system avoids boredom but is drawn to new sensations.<\/li>\n<li aria-level=\"1\">The\u00a0<b>Dominance System<\/b>, which focuses on performance, self-assertion, the suppression of competition, and achieving status, power, and autonomy. This system\u2019s desire is pride or a feeling of victory. And its aversion is anger, rage and powerlessness.<\/li>\n<li aria-level=\"1\">The\u00a0<b>Balance System<\/b>, which is motivated by risk avoidance, and stability. This area may be triggered by fear and anxiety, but it is also associated with harmony and conformity, as it seeks security.<\/li>\n<\/ul>\n<p>The Dominance and Stimulance systems are the expansive and risk-oriented systems in the brain, whereas the Balance system is the risk avoidance counter-system.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"wp-image-33413 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2021\/03\/emotional-marketing-emotional-systems.png\" alt=\"\" width=\"599\" height=\"337\" data-lazy-src=\"\/wp-content\/uploads\/2021\/03\/emotional-marketing-emotional-systems.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The Reward \/ Desire vs. Punishment \/ Aversion sides of each system.<\/em><\/div>\n<p>Ok, great. But how do you, the marketer, explore, understand, and leverage these emotional systems?<\/p>\n<p>Let\u2019s go a little deeper and jump into the Limbic\u00ae model.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"thelimbicmodel\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The Limbic model<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>The Limbic model is one of the world\u2019s best-founded approaches for understanding your customers\u2019 emotional systems.<\/p>\n<p>Developed by the German research group,\u00a0<a href=\"https:\/\/www.nymphenburg.de\/\">Gruppe Nymphenburg<\/a>, over the past 20 years, it is based on the latest findings across various disciplines that include neuroanatomy, evolutionary biology, neurochemistry, and psychology.<\/p>\n<p><b>For the past four years, Conversion has had the exclusive North American rights to the Limbic model and the development of digital marketing services based on the Limbic model.<\/b>\u00a0(More on this later)<\/p>\n<p>The Limbic model reveals the different emotional systems that exist in your customer\u2019s head, how these systems interact in the brain, and how they influence (p) behavior.<\/p>\n<p>What sets Limbic apart from other personality profiling tools, like Myers Briggs or Predictive Index, is that it is the first tool of its kind designed specifically for marketing. It focuses on uncovering the emotion and motivation of a customer rather than on how people relate to one another.<\/p>\n<p>At the center of the Limbic model is the Limbic\u00ae map. All human motives, desires, and values can be represented and related to one another within this map.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"wp-image-33413 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2019\/05\/Limbic-Map.png\" alt=\"\" width=\"603\" height=\"393\" data-lazy-src=\"\/wp-content\/uploads\/2019\/05\/Limbic-Map.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The Limbic map showcases human motives, desires and values as they relate to one another. The exact position of each value on the map has been developed through a rigorous process over decades.<\/em><\/div>\n<p><strong>The Limbic types<\/strong><\/p>\n<p>Remember when I touched on the three central emotional systems: Stimulance, Dominance, and Balance?<\/p>\n<p>Well, each emotional system is present in each of us, but to varying degrees. Most people are dominated by one of the three systems. The Limbic model allows you to categorize a target customer segment by psychographic profile rather than just demographics or geographics.<\/p>\n<p>Digging deeper into the primary emotional systems, you\u2019ll notice seven defined Limbic\u00ae types based on the emotional values illustrated on the Limbic map.<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"wp-image-33413 entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2019\/05\/Limbic%C2%AE-types.png\" alt=\"\" width=\"591\" height=\"269\" data-lazy-src=\"\/wp-content\/uploads\/2019\/05\/Limbic\u00ae-types.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The seven main Limbic types.<\/em><\/div>\n<p>Understanding a customer audience by Limbic type means that you can design marketing experiences that effectively resonate with this audience on an emotional level.<\/p>\n<figure class=\"alignfull\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"offset-md-2 col-md-8 col-md-8\">\n<h3>An example of Limbic system marketing<\/h3>\n<p>One of our retail clients recently told us that she feels like her company\u2019s products are always on sale\u2014This is an excellent example of a typical marketing problem. Discounts are a tried and true method for lifting conversion rates and moving inventory for retailers.<\/p>\n<p>But what if a sale is not the best motivator for your target audience?<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"alignnone  wp-image-33413 entered lazyloaded\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2019\/05\/Limbic-types-example.png\" alt=\"\" width=\"578\" height=\"280\" data-lazy-src=\"\/wp-content\/uploads\/2019\/05\/Limbic-types-example.png\" data-ll-status=\"loaded\" \/><\/div>\n<p>Different\u00a0persuasion principles\u00a0will work better for different limbic types.<\/p>\n<p>A person dominated by the Stimulance System, for instance, is less motivated by a discount than by something new, limited edition, or rare. One of Robert Cialdini\u2019s 7 Principles of Persuasion,\u00a0<a href=\"https:\/\/www.influenceatwork.com\/principles-of-persuasion\/\"><b>scarcity<\/b><\/a>, is a better tactic to try for a Stimulance audience.<\/p>\n<p>A person dominated by the Balance System, on the other hand, needs to know that they are making the right choice. This person is highly risk-averse and sensitive to consensus. Rather than a discount, putting your best-reviewed products forward to showcase\u00a0<b>social proof<\/b>\u00a0would be a better tactic.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/figure>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"howweleveragethelimbicmodelatconversiontoengagecustomers\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">How we leverage the Limbic model at Conversion to engage customers<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>There are two primary ways we are leveraging the Limbic model at Conversion.<\/p>\n<p>The first is within a brand new service called\u00a0MotivationLab\u00ae. MotivationLab is a way to dive deep into your target customer\u2019s mindset, and reveal their core emotional drivers.<\/p>\n<p>MotivationLab experiments are conducted through a series of interviews with carefully recruited respondents. Respondents are recruited based on customized criteria, which considers the demographics, geographics, behavior, motivation, and Limbic type of your target customers.<\/p>\n<p>Each MotivationLab experiment aims to:<\/p>\n<ul>\n<li aria-level=\"1\">Reveal inconsistencies between the effect that you, the marketer, planned to create with your communication, and the actual impact of your communication<\/li>\n<li aria-level=\"1\">Identify optimization potential, especially regarding target group-specific communication<\/li>\n<li aria-level=\"1\">Evaluate \u201cbrand fit\u201d: Does your marketing communication support or weaken your brand (positioning)?<\/li>\n<\/ul>\n<p>Our Strategy team is also leveraging the Limbic model as part of our\u00a0Explore\u00a0phase as a source of information for marketing hypotheses.<\/p>\n<p>Even if you haven\u2019t run a MotivationLab on your target audience to determine their Limbic type, you can still test variations that reflect these types.<\/p>\n<p>For example, our Madewell marketer could test a Balance variation of their product page, emphasizing social proof (featuring testimonials and product reviews). Or, they could test a Dominance variation that emphasizes a prominent discount.<\/p>\n<p>When testing persuasion principles through the Limbic model\u2019s lens, you can test according to the emotional driver. As you learn more about what motivates your audience, you can build the business case for even more investment in learning about your customers\u2019 motivations.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"thefutureofmarketingisemotionalmarketing\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The future of marketing is emotional marketing<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Marketers have more data than ever before. But even with all of this data, we aren\u2019t seeing a complete picture of who our customers are, and why they do what they do.<\/p>\n<p>The strategies Conversion has built around the Limbic model are allowing us to deeply explore the \u201cwhy\u201d behind people\u2019s behavior, and create truly connected marketing experiences for our clients. Experiences that motivate customers on an emotional level.<\/p>\n<blockquote>\n<p>Comfort. Acceptance. Power. Freedom. Control. Love. We are all longing to find satisfaction for our intangible desires. If you can provide a payoff for your prospects\u2019 unspoken needs, you will find yourself handsomely rewarded.<\/p>\n<p>\u2013\u00a0Chris Goward, Author,\u00a0<em>You Should Test That!<\/em><\/p>\n<\/blockquote>\n<p>And unlocking your customers\u2019 core motivators won\u2019t just benefit your digital strategy. It will impact every single part of your marketing. You won\u2019t need the Don Drapers of the past to guide your campaign strategy, design your in-store experience, build the perfect homepage or write the most compelling headline.<\/p>\n<p>Instead, you can leverage a scientific methodology to figure out what makes your customers tick and why they buy across your marketing spectrum.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t\n\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--form\">\n\t\t\t\t<div class=\"sticky-newsletter\" data-target=\"post-newsletter-anchor\" data-device=\"desktop\">\n                \t<div class=\"post-newsletter\" data-target=\"post-newsletter\">\n    <h4 class=\"post-newsletter__title\">Real-world growth experiments. In your inbox. Every week. <\/h4>\n            <div class=\"post-newsletter__form post-newsletter__form--world kam-world\">\n        <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script> <script>   hbspt.forms.create({     region: \"na1\",     portalId: \"9358319\",     formId: \"4e927e03-4f90-466a-8646-7f94947f860c\"   }); <\/script>\n    <\/div>\n            <div class=\"post-newsletter__form post-newsletter__form--uk-us kam-uk-us\">\n            <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><script>hbspt.forms.create({ region: \"na1\", portalId: \"9358319\", formId: \"03e799e7-ee63-4857-9182-cb3a687dba40\" });<\/script>\n        <\/div>\n        <div class=\"post-newsletter__terms\"><p>Join 5,000+ optimizers who subscribe to our content<\/p>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n            <\/aside>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":56,"featured_media":4465,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[22,57],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Increase customer engagement by creating emotional marketing experiences | Conversion<\/title>\n<meta name=\"description\" content=\"Emotions play a large role behind the &quot;why&quot; of customer&#039;s behavior. 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