Marketing and emotions! The key lies in the brain

One element that is marking the brand strategy in recent times and one that has become key to creating a relationship between brands and consumers are emotions. Emotions generate much more powerful links to other items and are, therefore, key companies are using recurrent and remarkable to connect with consumers form. They want the engagement is as high as possible and want the consumer to feel more attached to his brand of what’s what of competing brands. Emotions are a direct way to do so.

To this must be added that consumers themselves are prone to such links and feel much more inclined to connect with brands trying to establish these relationships. In fact, the new consumers expect brands to connect with them on an emotional level and are negative to those who do not.

Establish emotional connections are not easy

Companies have to work harder to establish emotional connections and have to do well in a particularly competitive environment in which any misstep could be a catastrophic mistake. How therefore achieve connect with consumers? How to generate feelings, empathy, and emotions? The attitude of the brand helps. Consumers are much more likely to form emotional bonds with brands that are near and next, trying to be transparent and hold certain principles and actions with others. In short, it is much easier to feel emotions by a company that is recovering craftsmanship in an oil field for just cause an oil slick.


These are not the only elements that help generate emotions and to establish ties with the brands. The firms also employ neuromarketing, using different techniques to generate some emotional responses. It is what has made recently nostalgia is so popular (as with this type of resources is achieved connect with consumers on a deeper level and make products are associated with more optimistic times) or being employed olfactory marketing to generate certain sensations. For example, clothing stores use the smell of vanilla to remember the children and make consumers feel more comfortable and happy (and buy more).

The studies also help you see how you can create emotional markers and how to make consumers quicker to processing. And one of the key elements is how things are heard: if you want to create emotions do not have to talk about them, but rather essential.

The more rapid emotional sounds

As just demonstrated one study, human decrypted much faster the sounds associated with emotions that other elements. That is if an ad you want to create the allusion to humor is much faster when consumers reach the brain making you hear a laugh that tells a joke.

The sounds are faster than words: according to a study from the University of McGill, the human brain takes a tenth of a second to recognize the emotions associated with the sounds, whatever these emotions (either a laugh or a cry). This is much faster than what the speech is processed.

But even more, important when it comes to brand messages and how to connect with the consumer, not just the recipient receives the message faster but is also much more receptive to it. Consumers pay more attention to emotions that are communicating with them when you are arriving by sounds when talking about them. If you want someone to know how sad it is something you should not talk about it: you have to dip into tears, for instance.

The key is to brain evolution. As experts explain, the discourse is much more recent than the sounds, which makes parts of the brain that analyze words or sounds are different. The latter is much more primitive.

Happiness is perceived faster

This is not the only curious and surprising finding of the study. The experts also discussed how the brain responds to the sounds associated with different emotions. Are positive or negative emotions are processed before?

According to the study, consumers are able to detect sounds before denoting happiness than sadness or anger. Yet, despite this, the brain pays attention to them differently: the sounds associated with anger are able to catch the attention longer and also dedicates special attention, possibly because it identifies who is important and it has to analyze.

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