情感如何促動購買意願

世界杯足球賽開始前,是大眾和食品飲料公司探索情緒促動購買行為的最佳時間,因為它受到高度關注。在活動準備階段,品牌制訂了他們的廣告與促銷計劃。若要擁有成功的策略並增加銷售,公司必須掌握任何激發或阻礙消費者購買的因素。 The period before the World Cup was an ideal time to explore the topic of emotionally driven purchasing due to the high interest generated, both for the public and for food and beverage companies. During the run-up to the event is when brands set out their communication and commercial plans. And if they are to develop successful strategies and increase sales, it is vital that companies have information about any triggers and barriers that come in to play for consumers of their products.

情感作用在購買或在消費任何商品的過程中扮演相當重要的角色,但我們想從中了解更多:

  • 我們是否知道這些情感作用對零食和飲料商品所產生的特殊連結呢? 
  • 情緒是否影響品牌、大小或品項的抉擇嗎?
  • 人們在喜悅、沮喪和失望的情感環境下是否以同樣的方式購買產品?

為了回答這些問題,我們在益普索行為實驗室中設計了一項實驗,以了解快樂和不快樂體驗所產生的情緒將如何影響人們購物。我們在世界杯的慶祝氣氛下探索,因為它對大多數的人來說都能產生情感上的共鳴。

It is not a secret that emotions play a significant role in the purchase or consumption of any product. But, we wanted to know more: 

  • Do we know what these effects are on snacks and beverages products in particular? 
  • Is it possible that emotions influence the selection of brands, sizes or variety? 
  • Do people consume the products in the same way in emotional contexts of joy, frustration and disappointment? 

To answer these questions, we designed an experiment at Ipsos House to find out how the emotions generated by happy and less happy experiences can affect what people buy. This was explored in the celebratory context of the World Cup, which has a tremendous emotional charge for a large part of the population.