When a consumer feels loyal to a brand, it is because there is an emotional component that makes subsequent purchase behavior very likely. For this reason, brands need to create this emotional connection. A report of capgemini shows that 82 percent of consumers with a high emotional commitment to a brand would buy its products or services again.
Human beings act by emotions. Although consumers think that their purchase decisions are based on extensive analyzes of prices, options, functionalities and other rational factors, in the end they were surely influenced by emotional components. There are a number of hormones that govern emotions, but there are mainly 3 that are responsible for creating happiness: dopamine, oxytocin and serotonin.
Why are these three chemicals partly responsible for creating brand loyalty, and why should you pay attention to them if you want to create emotional connection?
dopamine: Does the brand want to generate loyalty? So think about accumulating dopamine. This hormone makes people feel “very good”. It is the hormone of achievement and reward. A surge of dopamine results in a feeling of satisfaction and pleasure. Relating it to marketing and loyalty happens when the consumer’s mind releases it based on the reward obtained. If the reward falls short of expectations, then little dopamine is released to signal frustration. When a purchase is associated with a reward, the dopamine effect is amplified. A loyalty program is a good mechanism to release dopamine in users. The above according to a publication made by incentivesmart.
oxytocin: the hormone of love. In Professor J Zak’s study it is mentioned that oxytocin is the basis of moral behavior such as integrity and generosity. This neurochemical motivates the person to cooperate with strangers through empathy. Zak’s latest study also shows that oxytocin not only causes people to become attached to other people but also to consumer products.
Some of the results obtained by Professor Zak show that consumers are willing to pay more for those products with which they have an emotional connection.
Oxytocin is the most important chemical when it comes to building trust and long-term relationships and increases empathy and communication, according to the publication made by the same publication of incentivesmart.
Serotonin: is responsible for creating a feeling of well-being and happiness. When people get social recognition, from another person or from a boss, then a significant amount of the chemical is released. Serotonin can create positive and strong emotions. A note saying “thank you” can release a dose of this hormone.
In the end, studying brain chemicals becomes relevant in today’s marketing if you want to cause a feeling or emotion when the customer interacts with brands. A frictionless product experience, superior customer service, or a moment”wow”, can release these hormones creating feelings and emotions in consumers.