You may have heard that the best time to go to the supermarket is after eating; This way you will avoid getting carried away by impulses and buy only what you really need. In other words, you will be more aware and avoid being guided by emotions.
Emotions play a fundamental role in the way consumers make the final purchasing decision. There is a connection between emotions and consumer behavior that influence the choices made in the aisles of the supermarket, in the fitting room of a clothing store or in front of the mirror at a jewelry store.
There is a direct relationship between the stress levels that a person handles and the final purchase decision making. If the consumer needs to make a single purchase decision when faced with several possible options and their stress levels are high, the lower their ability to respond in an effective and rational way and choose the correct choice. “The “stress” factor directly affects decision-making, so that people act irrationally in situations where they must decide which option is most beneficial for them” confirmed in this work published by the University of La Laguna.
From the Gabinet Psicològic de Mataró they warn that “frustration, anxiety and low mood are hidden behind compulsive buying disorder.” People who suffer from these emotional states do not acquire a product or service for a rational reason but rather to achieve immediate satisfaction and gratification.
Brands are fully aware of the essential role that emotions play. For this reason, they rely on different marketing strategies in order to take over the consumer's emotions and ensure that they make the decision and not the brain. This is certified by David Torrejón, general director of the Spanish Association of Advertisers in this report from the University of Nebrija: “Promotional marketing is the tactical weapon par excellence. “Easy, satisfying shopping produces a dopamine rush.” That is, a purchase produces an immediate positive effect capable of emitting a quick feeling of well-being that will compensate for the high levels of stress to which that person is subjected.
In short, emotions directly affect our way of purchasing; to the point that sometimes they take over our behavior.
