We all remember that when Apple CEO Steve Jobs died, hundreds of thousands of people voluntarily took flowers in their hands, outside Apple stores. They were mourning the loss of a great tech visionary, but also paying tribute to the creator of a brand that they felt a deep emotional sense of.
Apple doesn’t have a bigger market share than Microsoft (at least, with smartphones), it draws in the hearts of millions of consumers. It is true that providing useful information to customers will reduce risks and increase practical value, but the potential of your brand provokes emotion in people, as Apple successfully does.
Value of emotional relationships
Research has shown that customers who fully engage with the brand exhibit higher value.
It is not news that an emotional connection with a brand leads to higher customer lifetime value and brand loyalty. So why spend advertising dollars when you can achieve a high ROI on your brand equity by building lasting emotional relationships with your customers?
In this post, we will adopt a customer-centric approach by looking at what human motivators do, and how they use this understanding to build the long-term value of their brand.
1. Motivation – What is our action
Marketing success is about the behavior of your target customer – whether it is trying to market a new product, choosing an alternative brand for a familiar brand, or staying loyal to the same product over time. And behavior, without sufficient motivation, will not be continuous.
So what is our behavior? What forces us to act? Clarke L. Hull (1943) proposed the Global Theory of Behavior to describe behavior. The principle of solving is tied into various factors in exact mathematical terms in this formula:
sEr = SHR × D × V × K
Here the feedback capacity (sEr) is positively related to D (drive power), and the drive power is determined by a need condition: for a long time the subject is deprived of a need (such as food, water, sleep, Etc.), higher. Drive Strength.
Another factor that drives behavior in the structure of the solution is encouragement. If the drive urges us to act to increase the lack of a need, then the incentive forces us to reduce this need in the future. Hence in the case of eating, the need to eat hungry increases as drive, while the satiated state after eating works as a stimulus.
Another major scientific discovery on the role of motivation is psychologist Neil E. A 1948 hungry rat experiment by Miller. In his experiment, the psychologist examined the behavior of both a saturated (well fed) and hungry rat. The hungry rat was motivated by hunger and learned a new behavior each time the reward (food) started when motivation (hunger) began. Saturated rats, however, were not food-induced. But when the psychologist introduced a new trigger (electric shock), the saturated rat was induced to act for reward (reduce physical pain).
What Miller added to Hull’s theory was the role of both internal and external “reward” in driving behavior. Their experiments also showed that drives can be learned from environmental cues, such as in the case of saturated rats to reduce artificially imposed “drives”.
In short, the classical physical behavior model is much more need-based and goal-oriented: it proposes that we are motivated to act to reduce the need for survival, so that we can:
Reduce physical pain
But theories of motivation only address our autonomic needs – those that are unconscious and involuntary – and release our emotional and psychological motivators. As humans, we are motivated by more complex factors than animalistic needs.
2. The Role of Emotion in Motivation
There are many myths about emotion. First of all, emotion is not an emotion.
Dr. Sara McKay, the neuroscientist Your Brain Health behind the blog explains it well:
“Emotions play in the theater of the body. Emotions flow in the theater of the mind. ”
In short, emotions are physical and can be discovered either through conscious emotional experiences or subconscious associations to one’s desires, beliefs, actions, etc. In comparison, emotions are mental responses to our emotions and are subjective.
Secondly, sentimentality is not the same. Mood is an emotional state that is usually heavily influenced by our environment, physiology, current emotions and thinking. Compared to emotion, mood is also more diffuse and there is a decrease in contextual arousal. While emotion may have complex dimensions, mood is more dialectical and general – we often describe mood as positive or negative.