The role of emotions in customer purchase decisions
Brand, Customer Satisfaction, Emotions

The role of emotions in customer purchase decisions

Emotions are a state of mind, derived from interactions with others, the world (including product or brands), or a prevailing external mood.

Emotion with customer experiences, products, and brands often impacts future experiences, coloring and contextualizing past experiences. Emotions bring together disparate life experiences and drive future aspirations, irrational or rational fears, loyalties, and trust.

Customers who are indifferent, agitated, or angry with the brand will purchase again less than 30 percent of the time, while those that are adoring will purchase again with 93 percent confidence.