• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Submissions
  • About Us
  • Contact Us
  • Jul 1, 2022
  • Startup
    • Creating a Plan
    • Funding a Startup
    • Franchise Center
    • Getting Your Office Ready
    • Making Your Business Official
    • Marketing Your New Business
    • Personal Readiness
  • Run & Grow
    • Customer Service
    • Human Resources
    • Innovation
    • Legal
    • Operations
    • Risk Management
  • Leadership
    • Best Practices
    • Communication
    • Green Initiatives
    • Open Culture
    • Strategic Planning
    • People Skills
  • Sales & Marketing
    • Advertising and Lead Generation
    • Marketing Innovations
    • Marketing Plans
    • Online Marketing
    • Relationships
    • Sales Activities
  • Finance
    • Budgeting and Personal Finance
    • Payments and Collections
    • Tax and Accounting
    • Pricing Strategy
    • Working with Investors
    • Working with Lenders
  • Tech
    • eCommerce
    • Hardware
    • Software
    • Security
    • Tech Reviews
    • Telecom
  • Shop

SmallBizClub

Helping You Succeed

Home / Leadership / Best Practices / How Emotions Influence the Decision-Making Process in Business
How Emotions Influence the Decision-Making Process in Business

How Emotions Influence the Decision-Making Process in Business

2099 Views

Oct 3, 2017 By David Smith

Have you ever been shopping at one of your favorite stores when suddenly you see something nostalgic?

It might be a shirt that favors one you had when you were young or maybe it is a toy that reminds you of one your dad bought for you when you were a child…

But, you just had to have it – even though you might not have really needed it.

Your emotions influenced your decision-making process.

You saw an item that brought up happy feelings, nostalgic feelings, and that sense of your childhood made you feel the need to purchase it.

The same thing holds true when it comes to consumers purchasing your product.

Most people like to believe that the choices they make result from a rational analysis of the available alternatives. But, in reality, emotions are one of the most influential factors in determining what decision you make.

Emotions are why people like name-brand products.

Have you ever known someone who refused to use any other type of purse besides a Michael Kors purse?

Well, of course, they like the Michael Kors purses or else they probably would not keep buying them, but their emotions also play a major role in that…

People prefer name-brand products because the way the brand is advertised has created an emotional connection with them. It might be certain attributes or features of the brand that connects with them, making them more inclined to keep purchasing. It might be a result of an ad they saw or even something the company openly does or does not stand for.

Tip: This effect that emotions have on the decision-making process is why developing your brand’s narrative is so valuable. Consumers need to hear a story that lets them know who you are and gives them something to connect to…

Then, they are more inclined to be loyal customers.

Emotions make people more likely to make impulse purchases.

Have you ever had that strong craving for something sweet?

You ran to the store for some shampoo, but you were having a craving for something sweet and so you grabbed the first chocolate bar you came across.

Well, this same impulse decision can take place in your consumers as well…

Tip: Discover what it is that makes your target audience tick. What do they like? What grabs their attention? The more personalized the item is to them, the more of an emotional connection they develop, and the more likely they are to make an impulse purchase based on their emotions.

Conclusion

The bottom line is that people do act on their emotions…

When emotions are involved, the decision-making process is affected and can have a different ending as a result of emotions.

The key to effective marketing is to tap into the emotions and interests of your target audience and play off of these. If you can develop a brand, a story, and a product that they emotionally connect with, you will see the success in your numbers.

Filed Under: Best Practices Tagged With: Emotion, Making Decisions

David Smith

David Smith

David Smith is a blogger and world traveler, with experience in China’s manufacturing industry, as well as content marketing manager in his hometown of Los Angeles, California. When not staring into a computer screen, David is an avid badminton player and photographer of natural landscapes. Follow him on LinkedIn.

Related Posts

  • Reasons Not to Make Decisions Today on Gut Instincts
  • Managing Uncertainty: How US Business Could Be Affected by Indecision Around Brexit
  • You Have to Know When to Quit

Primary Sidebar

Random

6 Evergreen Content Ideas to Inspire Your Editorial Calendar

Jun 30, 2022 By Eleanor Hecks

Custom Pop-Up Tents for Events: Pros & Cons

Jun 29, 2022 By SmallBizClub

Want To Deliver Better Customer Service? Follow These Tips

Jun 29, 2022 By Jeremy Bowler

3 Steps to Set Up a Digital Asset Management System

Jun 29, 2022 By Michael Dunlop

Catalog Management: Create and Optimize Your Catalog for Maximum Results

Jun 29, 2022 By Pablo Medea

Footer

About Us

Small Biz Club is the premier destination for small business owners and entrepreneurs. To succeed in business, you have to constantly learn about new things, evaluate what you’re doing, and look for ways to improve—that’s what we’re here to help you do.

  • Facebook
  • LinkedIn
  • RSS
  • Twitter

Copyright © 2022 by Tarkenton Institute, Inc. All Rights Reserved | Terms | Privacy