New study looks at how the way we humanize emotions impacts our buying behaviors
HONG KONG–(BUSINESS WIRE)–#blackfriday–Whenever we�re feeling down, many of us like to indulge in a little retail therapy. With the way this year has been going, it wouldnt be surprising to see some impulsive spending as shopping holidays like Black Friday and Cyber Monday loom – it simply feels good to treat yourself.
While its easy to understand how feeling down can inspire us to open our wallets, a new study co-authored by Dr. Rocky Chen from Hong Kong Baptist University School of Business shows that how we process emotions like sadness – specifically the act of thinking of it like a person (anthropomorphizing), much in the same way that Disney vividly personifies Joy, Sadness, Anger, Fear and Disgust in the blockbuster Inside Out – affects us as consumers.
The idea of anthropomorphizing emotions dovetails with how marketers appeal to us with more and more humanized products and services. With their crafted tone of voice and image, brands are constantly marketed with emotion and personality in mind. Marketers would love to unlock when its best to sell to us – is it when were happy, sad or something in between?
Here is how anthropomorphic thinking has downstream consequences on how we consume:
As you browse great deals that are sure to pop up this holiday shopping season, perhaps consider your emotional state anthropomorphically before you click Order Now and checkout. Doing so may help you become a more mindful shopper who buys what you really need in the long-term instead of something you temporarily feel drawn to during a down moment.
Contacts
For more information:
Eva Sham
Evasham@hkbu.edu.hk
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