We often read about the importance of feelings and emotions in driving consumer attention, and engagement. Whilst decision making is generally viewed as a rational process, studies have shown that decisions and actions are very much influenced by feelings and emotions. People have been seen to post rationalize their reasons for purchase.

Two important questions to consider are:

  • How can emotions drive advertising effectiveness?
  • Which emotions have the most impact in terms of engaging the audience, and prompting them to take action?

 Understanding the answer to these 2 questions is key for any advertiser to ensure that they are producing advertising campaigns that increase the audience attention, enhance the product appeal and have an influence on their audiences intent to purchase or take action.