What is the role of emotions in marketing?

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Unlike anger, sadness is a low-arousal emotion.

According to Berger, it causes people to slide – because it stifles action – which explains why sad content doesn't get a lot of shares on social media.

However, there are more interesting facts about sadness.

According to a study conducted by neuroeconomist PhD in economics Paul Zak, inspiring stories stimulate the brain to produce oxytocin , a hormone that motivates people to be more generous and have more empathy for each other.

Stress
We can associate certain purchasing behaviors with stress.

There are those who have the habit of going to the market or shopping with the predominant purpose chinese singapore phone number list of relieving the stress of everyday life, often acting on impulse.

To give you an idea, a survey promoted by the Credit Protection Service (SPC Brasil) and the National Confederation of Shopkeepers (CNDL) revealed that 36.3% of respondents make purchases to relieve stress.

Now that we have a better understanding of the influence of emotions on certain behaviors, let's see how marketing can benefit from these aspects.


When creating a marketing strategy, we want to motivate consumers to take action, whether it's visiting a website, downloading an app, or making a purchase.

However, it is not always enough to demonstrate the functionalities of a product or the advantages of subscribing to a service to obtain satisfactory results with customers.