Consumer Behavior Our emotional reactions to marketing cues are so powerful that

Question

Consumer Behavior

Our emotional reactions to marketing cues are so powerful that some high-tech companies study mood in very small doses (in 1/30 of a second increments) as they analyze people’s facial reactions when they see ads or new products. They measure happiness as they look for differences between, for example, a true smile (which includes a relaxation of the upper eyelid) and a social smile (which occurs only around the mouth). Whirlpool used this technique to test consumers’ emotional reactions to a yet-to-be-launched generation of its Duet washers and dryers. The company’s goal: To design an appliance that will actually make people happy. Researchers discovered that even though test subjects said they weren’t thrilled with some out-of-the-box design options, such as unusual color combinations, their facial expressions said otherwise. Does the ability to study our emotional reactions at such a specific level give marketers an unfair advantage?

Explanation / Answer

Yes, it gives brand an unfair advantage by studying our emotional reactions:

1) This leads to wrong selection of product as it is not necessary the product which makes us happy is suitable for our requirement.

2) This can lead to wrong perception of brands and consumer might not take a rational decision.

3) This can lead to prompt buying decisions.

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