Perception of Emotional Marketing Strategies in Shaping Consumer Behaviour

Abstract

This kind of marketing involves using various techniques to arouse people's emotions and persuade them to buy various goods or services. Emotional advertising is a part of emotional marketing. The vital role that emotive marketing techniques play in influencing consumer behavior. This study explores the complex relationships between customer perceptions and the emotional appeal ingrained in marketing techniques, as firms increasingly understand the significance of emotional linkages in marketing. Emotions play a big role in purchasing decisions. Decisions and choices are influenced by both reasonable and emotional factors in social and professional contexts. This essay explores the relationship between consumer behavior and emotional marketing, as well as the impact that emotions have on customers' dynamic lives. Using a survey, 190 instances of different types of sentiments were randomly collected in order to understand the customers' responses to them. The questions focused on what emotions meant to them in certain situations, what kinds of emotions they experienced often, and how they felt after making a purchase. Based on the evaluation outcomes, it was discovered that emotions have a big role in customer behavior; in addition, it depends on their current mental state and past experiences. Even though it was shown that emotions affect customer behavior, the evidence was entirely emotive since everyone experiences emotions differently based on their daily interactions. Ensuring that every client's emotional requirements are met is almost impossible.