Buyer Beware As Advertisers Play With Your Emotions

AdsIt is no hidden secret that advertisements utilize general psychology to capture our attention and draw us to whatever that company is advertising. We are manipulated by certain colors, words, and images that cause us to fall into the trap advertisers are setting. Advertisers focus almost entirely on the manipulation of our emotions. Here are three ways in which advertisers are utilizing our emotions to get us to buy their products. 

1. Evoking Our Emotions

Advertisers want to evoke certain emotions when creating their advertisements. They want us to feel like we belong to something. They try to get us to trust them with phrases such as “no hidden fees.” It’s important that they also make us feel afraid of missing out, guilty if we haven’t participated, and that we will have instant gratification once we obtain their product. All of these emotions are evoked with key phrases that trigger some emotional response. 

2. Trigger Words

Rather than being straightforward, or rational, with the wording describing their products, advertisers opt to speak more emotionally. Rather than saying “additionally,” advertisers say “there’s more.” Changing longer and more rational words into shorter, more basic words, appeals to our emotions rather than our intellect. There are 10 words considered to be the most powerful in the realm of marketing. Those words include: You, new, save, safety, love, proven, results, discover, guarantee, health.

3. Manipulating Terms

Advertisers understand there are certain terms that entice browsing shoppers to buy, especially online shoppers. “Free shipping” is the No. 1 term that would cause someone to buy an item. Terms such as “free returns,” “faster shipping,” and “in store returns” also incentivize people to buy, buy, buy. The term “free,” even if it doesn’t provide anything other than a few cents off of your purchase, is often more powerful than any other numerical discount. 

Now, by knowing this, do we become smarter shoppers? Or do we still let these triggers slip into our shopping time subconsciously? Are we really going to weigh out the 30 percent discount, or will we go with the free shipping to see if it’s actually cheaper? We might want to admit now that advertisers do have us a little overwhelmed emotionally when it comes to shopping. We often cannot pass up a deal. However, it is important to have a clear mind while shopping as you may find yourself even more emotional when you look at your bank account.

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