contact ME

 


San Francisco

Product Manager and UX Designer specialized in building mobile products using location data. 

Blog

THE SCIENCE BEHIND SOLICITING AN EMOTIONAL RESPONSE

Cathrine Gunasekara

I just read an article that really resonated with me, "How Emotion Drives Customer Action in Startup Marketing" by Kobie Fuller posted on the Accel Partners blog.

 As an UX designer with background in marketing I clearly see the connection between the two disciplines, in both fields you really need to empathize with the user and understand their needs and goals. Then it's your job to find the right emotion trigger to drive the behavior you want. In my previous position I was the product designer, the UX designer AND the marketing person, all at the same time. I wouldn't recommend taking on all these roles at once, but the benefit was that I really got to understand the user and since I already had thought through the strategy for how I would market the product the product, I could pro-actively design marketing-centric features that would resonate with this user.
 

Below is an excerpt from the article:

Great marketing starts with deep consumer insights. Insights are built on emotions and those insights are then used to craft campaigns that elicit an emotional reaction. If you’re good, those emotional reactions are ones that generate the behavior you wanted in your customer like a purchase, click or share.
— Kira Wampler, CMO at Trulia

Psychologist Robert Plutchik discovered eight basic, primary emotions that guide all behaviors: joy, trust, fear, surprise, sadness, anticipation, anger and disgust. These emotions are product-agnostic, and over time, establish brand-to-consumer relationships that transcend traditional boundaries of engagement.

The question is, which emotions should marketers target, and how do they solicit these emotions? Elbert outlines the following correlations in emotion with user behavior:

  • Intrigue and mystery – creates a curiosity that drives initial exploration and clicks; important for advertising and emails
  • Desire and aspiration – stokes consideration; helpful for site imagery, product pages and lookbooks
  • Urgency and fear – provokes a feeling of missing out, which triggers a purchase
  • Surprise and laughter – drives sharing, as seen through April Fool’s Day marketing stunts
     
Emotions change the decisions we make by making us more impulsive,” said Kristen Berman, co-founder of Irrational Labs. “Given a person’s impulsive nature, brands can amplify efficiency by not only looking at the metrics and drop-off, but also in thinking about the human emotions at play during each corner of the decision-making process.
— Kristen Berman, co-founder of Irrational Labs