Scientific research shows that focusing on discrete secondary feelings (e.g., excitement or calm), rather than the more primary emotions from which they come (e.g., happiness of which both excitement and calm are different types), can make a big difference in marketing campaigns that influence consumer behavior. The influence can occur both consciously and, more often than not, unconsciously, and there are ways to conduct research that reveal which discrete feelings and at which level (conscious or non-conscious) they’re influencing consumer behavior. Focusing on discrete secondary feelings, and finding ways to leverage them both consciously and unconsciously, can improve the degree to which targeted consumers purchase targeted products and services.
This session by our expert speaker Paul Conner will give you a better understanding of the importance of emotional marketing strategies and how to execute it effectively. You’ll realize how emotions and feelings are the primary drivers of consumer behavior (shown by research from the behavioral sciences). Furthermore, you will realize that emotions and feelings, including discrete secondary feelings, drive behavior unconsciously, and you will be better equipped to conduct research that ultimately tells you which discrete feelings most influence your products and services. With this information (from research), you will be able to develop more effective emotional marketing strategies and execute it with perfection.
During this session, compelling examples of how discrete secondary feelings impact product interest and purchase will be provided. Furthermore, you will be enlightened about what emotions and feelings are and why (from neuroscience and psychology) they have come to be recognized as the primary drivers of (consumer) behavior.
Who Should Attend
Paul Conner is CEO of Emotive Analytics, a consumer research company devoted to assessing the emotional dynamics of consumer behavior. Paul is a 35-year consumer research veteran and since 2003 his work has included studies using a variety of nonconscious assessment techniques, both qualitative and quantitative. Paul's... More info