Last but not least: Attention, mood swings!
Advertising does not always reach consumers in the same way. Depending on their mood, they perceive messages differently. Now, U.S. scientists have found out: Advertising is particularly effective when it adapts to consumers' mood swings. The researchers also provide practical recommendations.
As the scientists found out with their experiment, people in a sad or angry mood respond better to a commercial that conveys joy. In contrast, anxious or embarrassed participants respond more positively to a commercial that promises calm. So far, so good. But now comes the catch. As an advertiser, how do I find out what mood consumers are in? Here, too, there are tips: In January, for example, consumers are stressed and in a negative mood because they have to exchange so many Christmas gifts. What's needed, then, is joy. According to the publication, marketing managers can even adjust to the mood of the population as a whole: At the moment, economic crisis is the order of the day, with a general tendency to worry. Spreading feelings of joy is of little help here; calming down is the order of the day. Everything clear?
