The mood of consumers and its influences

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The way we feel at particular moments may have a lot of importance in the way we will react to brands and messages.
Neurosciences have been studying a lot how the consumers mood may influence their behavior during buying processes, however, not all brands are using these studies for designing their campaigns.
Before launching a message, we need to analyze it, to see if it will connect with consumers in the right way, and brands are already doing this, they take a lot of factors into account before launching something, however, most of the brands dont include the mood as a element of the researches.
The mood determines how we see the world at each moment, if we are sad we will probably not be very receptive to happy messages, we all know this, specially for our personal relationships, if some friends is not having a good time, we know we cant go and ask him some favor or something.
Neuroscience has made a lot of breakthroughs in this area, scientists has discovered that the mood of the consumers has a lot of influences on the way they receive brands messages, and it also has a lot of influence in the way consumers see the brands activities in social media.
The mood status can change the way consumers see the messages, but no one is really taking it into account when they design their strategies and messages, this is definitely a deficit we need to address.
Regarding the buying process, the mood also has a tremendous impact on the way consumers behave, the process are extremely different, for example, if you are in the supermarket buying the stuff from your buying list, or if you are at the shopping just hanging out and looking at the stores.
In this last process, consumers are more receptive, they expect the brands to give them messages and different options, they are far more receptive.
All of this also goes for online shopping, but the process is also different, when consumers are looking for some product in a place like Ebay or Aliexpress, they tend to look for all the alternatives, they compare each product and all the prices before making a decision, the process is a little more reflexive.
I believe there is a lot for discover in the field of neuroscience regarding consumer behavior, of course, we also need to find how to use all this information, we cant just implant a chip on the people brains to be constantly seen whats going on (or maybe we will, in the future, who knows), so the data extraction here is quite a challenge, how can we use this information on marketing?
For start, I think we can work with more general moods, is not so difficult to research how the community in general is feeling at particular moments, and use that insight for designing better and more opportunistic campaigns. For example, if there just been a massive car crush in a local community, you know that people will probably be feeling sad for some days, launching a product then will be a extremely bad idea.
I suppose another alternative would be to use focus groups with neuroscience to see whats going on in the brain of different audiences, science has already proven that our brains are extremely different from person to person, the brain of a conservative person works extremely different compared to the brain of a progressive person, im sure this also happens with different types of consumers and audiences.
To summarize, I think neuroscience can be very useful for marketing, we just need to start working with it.
#consumers #influences #mood

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