85% of retailers prioritise product information This is the first of 20 daily THOUGHTS examining emotions in marketing.A 2017 survey found that 85% of retailers believe the provision of product information to be the key factor in attracting customers. They are wrong! Certainly, product information is important, and in most cases, needs to be provided, […]

85% of retailers prioritise product information This is the first of 20 daily THOUGHTS examining emotions in marketing.A 2017 survey found that 85% of retailers believe the provision of product information to be the key factor in attracting customers. They are wrong! Certainly, product information is important, and in most cases, needs to be provided, however, it is almost always the case that emotions are more important than cognition in decision-making. In other words, subjective information that impacts on emotions influences consumer behaviour far more than objective information or facts about the good or service. Research has consistently found that consumer purchase decisions are commonly influenced as follows: Logic – 29% Emotion – 80% Further, research has found that emotions influence both: The decision to purchase from a category The decision to buy a brand within that category A research study completed in 2017 in the United States found that:…