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Study Proves: Emotions Push Products
By: Dwayne W. Waite Jr.
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Just the other day we wrote about how emotions and advertising can either work together or be a nuisance. We brought up a study in which a scientist saw that people had different opinions when in an agitated state. This, of course, is not a new strain of thinking, but it did provide even more evidence for the idea that people aren't sure why they are making decisions, and that emotions play a big part.

Another study came out driving the point home.

This study, published in Psychological Science, suggests that people prefer products that help them "save face" when they feel like they are being embarrassed. The researchers had two groups; they told the first group to describe an embarrassing moment of their past, while they told the second group to describe their typical day. Shortly after that, the researchers showed the groups various pairs of sunglasses and asked them to choose which ones they would prefer.

The result? The group that was asked to relive their embarrassing moment, which brought up feelings of embarrassment, picked sunglasses that had darker tint and larger lenses.

The study went even further and it saw that the embarrassed group even preferred facial creams; those who used the cream felt lower levels of embarrassment after use.

What does this mean?

It  means that experiential marketing — that is, putting the consumer into the experience with the brand, good, or service — can be an extremely powerful activity. Getting consumers to feel the emotions they need to have to drive them to the product should not be understated.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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