59% of consumers believe that emotion is the key element influencing their purchasing decision, according to a study conducted by PwC in 2021.
Understand the purchase decision
Recent studies have shown that emotions have a significant influence on consumer behaviour. By analysing these emotions, companies can not only identify the triggers that elicit positive or negative reactions to their products or services, but also accurately predict purchasing behaviour. Positive emotions, such as satisfaction and enthusiasm, significantly increase the likelihood of a consumer making a purchase. Whereas negative emotions such as frustration or disappointment can deter consumers, reducing their chances of making a positive decision.
How do emotions influence purchase decisions ?
Emotions influence purchasing decisions by modifying the perception of products, intensifying the desire for certain items and shaping the subjective evaluation of the options available. They are important in creating emotional connections with brands and products. Consumers may be more inclined to buy when they feel positive emotions associated with a product or when they perceive that this purchase can satisfy a deep emotional need.
Why measure consumer emotions ?
Measuring consumer emotions is essential to understanding and analysing the underlying motivations behind every purchasing decision. If you understand these emotions and motivations, you can effectively adapt your marketing strategies and product offerings, as well as improving the customer experience. This will help you to differentiate products on the market, predict and anticipate emerging trends, and minimise the risk of product failure by developing offers that resonate with consumers' positive emotions.
How do emotions influence purchase decisions ?
The measurement of emotions is based on a range of sophisticated techniques and technologies designed to capture and analyse people's emotional reactions.
Speech analysis assesses emotions by detecting variations in the tone, rhythm, intensity and pauses of a person's voice. The right algorithms analyse linguistic and acoustic signals to identify emotional states such as joy, anger, sadness or surprise.
- Facial expression analysis
By analysing subtle micro-expressions, such as a slight frown or a barely perceptible smile, facial expression analysis can identify emotions such as fear, joy, disgust, surprise, sadness and anger.
Eyetracking allows us to observe eye movements in order to understand emotional reactions. This technique measures where and how long a person looks at a specific point, as well as pupil dilation, which can indicate a state of excitement or interest.