fMRI study: Emotional brand experience increases purchase probability
Promarca, the professional association for the Swiss branded goods industry, conducted an independent study together with the HSG Research Center for Business Metrics, Audi Lab for Market Research. This examined the effect of emotions when engaging with brands.
Promarca, the professional association for the Swiss branded goods industry, has conducted an independent brand study together with the HSG Research Center for Business Metrics, Audi Lab for Market Research. The research project, entitled "Tell me what you feel and I'll tell you what you think", used functional magnetic resonance imaging (fMRI) to investigate the effect of emotions on test subjects when engaging with brands. The research project has now been presented.
The results of the study suggest that highly emotional brands evoke positive associations and feelings of pleasure in customers and thus have a positive influence on decision-making. It is primarily these emotions that make up the value of a brand and determine brand judgment. With highly emotional brands, cognitive brand information such as quality or price take a back seat in the purchase decision.
Customers can identify better with highly emotional brands than with less emotional or unknown brands. They feel more attracted to emotional brands and remember brand-relevant information better. With low-emotional brands, on the other hand, the purchase decision is primarily influenced by content-related, cognitive brand content.
According to the study, successful brand management should aim for a high level of brand emotionalization in the long term. A strong emotional connection to the brand has the ability to compensate for minor weaknesses in the physical product core. It also allows a brand to better differentiate itself from other brands.
The results of the study suggest that highly emotional brands evoke positive associations and feelings of pleasure in customers and thus have a positive influence on decision-making. It is primarily these emotions that make up the value of a brand and determine brand judgment. With highly emotional brands, cognitive brand information such as quality or price take a back seat in the purchase decision.
Customers can identify better with highly emotional brands than with less emotional or unknown brands. They feel more attracted to emotional brands and remember brand-relevant information better. With low-emotional brands, on the other hand, the purchase decision is primarily influenced by content-related, cognitive brand content.
According to the study, successful brand management should aim for a high level of brand emotionalization in the long term. A strong emotional connection to the brand has the ability to compensate for minor weaknesses in the physical product core. It also allows a brand to better differentiate itself from other brands.
