Most people like to enjoy the illusion that they are rational consumers. However, more and more studies are demonstrating the powerful impact that emotions play in buying decisions. In a recent study in the Journal of Consumer Research, researchers found that customers in an angry mood make different purchasing decisions than customers in a sad mood, demonstrating that negative emotions vary in how they influence consumer decision-making.
Angry Mood Makes Consumers More Likely to Stick to Their Guns
Angry consumers were 37% more likely to stick with their existing choices than sad individuals. In other words, angry individuals are less likely to see the advantages or benefits of a new product or service. People in an irritable or angry mood become cognitively rigid, which is to say, their neural nets are knotted. Until they calm down, new information will be ignored.
Sad Mood Still Open to Options
On the other hand, individuals who were sad behaved the same as those in a neutral mood (i.e., a 5 on a 1 to 10 scale) when it came to consumer decision making. In contrast, folks in a funk (i.e., sad sacks) have a tendency to look at options closely and carefully and then make the best decision based on the information at hand.
Take Home Message
Different negative emotions influence behavior differently yet predictably. If you know how someone is feeling, you can predict (within a certain range) how they will behave.
For example, if you sell consumer packaged goods, you are more likely to sell new products to sad consumers than angry ones. Individuals in an angry mood are significantly more likely to stick with status quo. Angry peoples’ thoughts comingle with, and are influenced by, an angry mood. As a result, they tend to overfocus and dwell on their anger and, typically, do not look at options or possibilities.
A mood of sadness or melancholy gives one the chance to reflect and a willingness to ponder a variety of possibilities. This is typically done in an attempt to self-correct one’s mood towards a neutral middle ground.
Conclusion
As an individual, be wary of making any important decisions when you are angry. You could be missing some fantastic opportunities!
As a corporation, have your finger continuously on the pulse of how your customers feel. Awareness of the mood of the consumer can lead to a more engaging, pleasant and profitable relationship.
Source: Incidental and Task-Related Affect: A Re-Inquiry and Extension of the Influence of Choice. Journal of Consumer Research. June 2005.
Dr. John Schinnerer is Chief Communication Officer at Emotion Mining Company (www.emotionmining.com), which has a powerful method to accurately quantify emotions to help craft successful change initiatives, improve brand equity, increase effectiveness of marketing campaigns, remove roadblocks to team building and allow for new scientific research. Dr. Schinnerer wrote the book “Guide To Self: The Beginner’s Guide To Managing Emotion and Thought” (Available at Amazon.com & Target.com)
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