Rational and Emotional: Which are Client’s Buying MotivesMay 24, 2021
Rational and Emotional behaviors are customers’ consciousness based on human senses and personal experiences which control each other and strongly impact buying motives. However, which are their extreme demands? Rational or emotional is more prominent? Let’s find the answer here!
What are you really selling?
Not the product, the solution you provide is the final thing that client wants. To make a purchase decision, customers will consider many aspects guided by 2 sides of their brain.
Functional/ Rational Factor: ⇒ “What will I HAVE when buying this product?”
Emotional Factor: ⇒ “How could I FEEL when buying this product?”
In any marketing activities, businesses should answer the question: “Why do they want to buy our products?”
To make it clearer, let’s check the list of 9 rational and 9 emotional demands below. Each demand will be followed by benefit elements that your brand can utilize.
- Make the task working easier: Faster, safer, higher quality, longer using life-time, better experiences, more energy, etc.
- Save money: Get discount, high product value, future investment, risk reduction.
- Bring benefits for the family: More comfortable, memory saving, education support, better living style.
- Get smarter: Provide knowledge, new skills, maximize productivity, advice, and solution.
- Simple life: Integrated services, effective, systematic process, low cost, easy to use.
- Physical health: Mental benefits, accident/illness risk reduction.
- Keep connection: Newset technology, keep contact, social & community connection.
- Senses attraction: Taste, sound, smell, style, feel, sight.
- Experiences: Luxury serivices, fast responce, good customer services.
- Satisfy the knowledge curiosity: Knowledge, intelligence, enlightenment, wisdom.
- Control/manage/dominant: To be respected, to be safe, to be trusted, to be relied upon.
- Feeling comfortable, enjoyable, relaxing.
- Improve confidence: Strong, overcoming the fear.
- Positive, inspiring, energetic.
- Love yourself: Healing, beloved, belonging.
- Be loved: Friendly, sympathy, happily.
- Be free: Discovery, exploring, stimulating.
- Get attention: Cool, famous, stylish, trendy, fashionable.
Example: Slim fit coffee packed product
- RATIONAL: “What will I HAVE when buying this product?”
Life simplify: Time saving, especially for 9-5 staffing, improve your health or your beauty.
Taste attraction: Keep the original taste of coffee.
- EMOTIONAL: ⇒ “Based on rational features, how could I FEEL when buying this product?”
Control your weight and your body.
Enhance the appearance that improve their confident
Get attention, admired when lose weight successfully.
That’s how businesses brainstorm customers’ demands. Besides, you should measure to filter the most common demands. Then, determine which group of clients are potential to focus on.
Once you understand the indeed rational and emotional desire of customers, you will have a clear orientation to advertise and develop. If you are still unclear about your target customer, contact Enosta to get the insight into your brand and customer buying motives.