Rational and Emotional: Which are Client’s Buying MotivesMay 24, 2021
Rational and Emotional motives 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 versus emotional motives, which one is more prominent? Let’s find the answer here!
What exactly are you 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?”
To make it clearer, let’s check the list of 9 rational and 9 emotional demands below. Each demand will be followed by factors that your brand can utilize.
Rational buying motives
These are rational buying motives that your customers’ minds desire:
- Make the task working easier: Faster, safer, higher quality, long using lifetime, better experiences, more energy, etc.
- Save money: Get a discount, give high product value, include future investment, and get risk reduction.
- Bring benefits for the family: More comfortable, memory saving, education support, better living style.
- Get smarter: Provide knowledge, and new skills, maximize productivity, give advice, and solutions.
- Get life simpler: Integrated services, effective, systematic process, low cost, easy to use.
- Improve physical health: Mental benefits, accident/illness risk reduction.
- Keep connection: Newest technology, keep contact, social & community connection.
- Senses attraction: Taste, sound, smell, style, feel sight.
- Experiences: Luxury services, fast response, good customer service.
Emotional buying motives
What feeling that customers want from your product?
- Satisfy the knowledge curiosity: Knowledge, intelligence, enlightenment, wisdom.
- Feeling control/manage/dominant: To be respected, to be safe, to be trusted, to be relied upon.
- Feeling comfortable, enjoyable, and relaxing.
- Improve confidence: Strong, overcoming the fear.
- Become positive, inspiring, and energetic.
- Be loved: Friendly, sympathy, happiness, healing, beloved, belonging.
- Be free: Discovery, exploring, stimulating.
- Get attention: Cool, famous, stylish, trendy, fashionable.
Remember to evoke customer actions with an attractive digital presence
Rational and emotional motives examples
Slim fit coffee packed product:
RATIONAL factors: “What will I HAVE when buying this product?”
- Life simplifies: Time-saving, especially for 9-5 staffing, improves your health or your beauty.
- Taste attraction: Keep the original taste of coffee.
EMOTIONAL factors: ⇒ “Based on rational features, how could I FEEL when buying this product?”
- Control your weight and your body.
- Enhance the appearance that improves their confidence
- Get attention and admiration when losing weight successfully.
Which motive should your brand focus on?
To determine the main benefits of your products, analyze all the rational and emotional motives and arrange them in priority order. The brand can combine 2 types of motives in the positioning process. However, ensure these motives are:
- Strong and be able to evoke actions
- Possible for brand to generating and expressing
Your audiences need a reason to believe, thus finding a reason to persuade them in the most effective way. Understanding the deepest demand of customers is the North Star for brand positioning and communication.
Solution to build a brand from the core
Having a strong buying motive is just a small step in the go-to-market journey. In particular, Branding is an important decision that affects a business’s ability to reach the market.
To have a solid foundation for your brand, Enosta Agency provides a comprehensive branding solution to deeply embedded brand in customer’s minds
Are you ready to take your brand to market? Get started with Enosta today!