All About Authenticity
In our previous blog, we discussed the importance of emotional engagement. Emotional engagement with your brand can increase the attention your brand receives, improve memorability, and cause higher purchase intention, making it a powerful tool in your marketing arsenal. However, there is a potential pitfall to be aware of when trying to court emotional engagement from your customers. With consumers having access to more information about brands and more review power tha
Why Should I Care? – Emotional Engagement and Neuromarketing
As humans, we tend to believe we are mostly rational beings. Sure, sometimes we make emotional decisions, but logic will always prevail. Right? A 2009 study by Binet and Field analyzed hundreds of marketing campaigns and the effect they had on businesses. They found that campaigns which focused more on emotions than on facts or evidence had an increased positive effect on business performance. In fact, the most effective marketing campaigns had little to no rational content a
