Emotions, information rule buyers’ decision


  • Advertising & Media
  • Tuesday, 01 Dec 2015

Impulsive move: Ang says trust is crucial, especially in business-to-business markets.

PETALING JAYA: Consumers buy products based on emotion, and then justify their purchases with logic, according to digital marketing expert Ang Eu Gene.

For example, he said, buyers were more impulsive than before and decide on their purchases based on emotions such as trust towards the brand or salesperson, or feelings of attraction towards the packaging of the product itself.

“When we go online to find out more about a product, there is an information overload.

“You cannot really take a lot of time to access all these information. People are busy and have no time to do this.

“So what we usually do, is use our gut feeling, and go with our emotions,” he said during a talk on digital marketing organised by Star Media Group here yesterday.

After buying the product or service, he said, consumers continued to research, and this was to justify their decision.

This, he added, was also the same with big products, like property.

“With consumer products, you see more impulsive decisions, whether buying online or offline.

“For property or a car, you may do some research but in the end you may trust the salesperson,” he said.

Ang added that trust was crucial for businesses, especially in business-to-business markets.

Consumers usually do post-purchase research online to justify that they have made the right choice, and to avoid feeling guilty over improper spending.

“It is called post-purchase cognitive dissonance, when they try to get rid of any feeling of uneasiness or guilt.

“We tend do some post-purchase research to convince ourselves that we have made the right decision,” he said.

Businesses, he said, must understand this and ensure that their products not only appeal to the emotions of their consumers, but that there was also enough information available online for the buyers to justify their purchases.

Ang, who is also the lead trainer and consultant in Asia for Econsultancy UK, said there were currently 20.6 million active Internet users in Malaysia, of which 18.0 million were social media users.

There are currently 41.9 million mobile connections in the country, which translates to about two mobile connections each for the Malaysian population of 20.6 million people.

Year on year, he said, the share of web traffic in the country had jumped by 58%, compared with a 22% drop in traffic from laptops and desktops.

The most used social media platforms are Whatsapp at 38%, followed by Facebbok at 32% and Facebook Messenger at 29%.

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