{"id":11303,"date":"2015-12-03T00:00:00","date_gmt":"2015-12-03T08:00:00","guid":{"rendered":"https:\/\/dlvrit.com\/blog?p=11303&#038;preview_id=11303"},"modified":"2026-03-31T19:38:53","modified_gmt":"2026-04-01T02:38:53","slug":"emotion-and-buying-behavior","status":"publish","type":"post","link":"https:\/\/dlvrit.com\/blog\/emotion-and-buying-behavior\/","title":{"rendered":"How Emotional Triggers Get People to Buy [Infographics]"},"content":{"rendered":"<p>When it comes to making decisions about what to buy,\u00a0do you go with <strong><span style=\"color: #ff0000;\">your heart<\/span><\/strong> or <strong>your head<\/strong>?<\/p>\n<p><a href=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-v-heart-decision.jpg\"><img decoding=\"async\" class=\"wp-image-12566 aligncenter\" src=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-v-heart-decision.jpg\" alt=\"head-v-heart-decision\" width=\"500\" height=\"441\" srcset=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-v-heart-decision.jpg 776w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-v-heart-decision-300x264.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p>Take a look at these stats:<\/p>\n<ul>\n<li>31% of advertisers report gains from <strong>emotional campaigns<\/strong><\/li>\n<li>16% report gains from campaigns that appeal to people\u2019s rational side<\/li>\n<li>26% report the same with a combination of <strong>emotion and rationality<\/strong><\/li>\n<\/ul>\n<p><em><span style=\"text-decoration: underline;\"><strong>Question: <\/strong><\/span><\/em><\/p>\n<p>When two groups of people receive two different donation-seeking-letters, one with stats, and the other with an emotional story, which one receives the greater amount of donations?<\/p>\n<p>(A) Letter with stats<\/p>\n<p>(B) Letter with an emotional story<\/p>\n<p><strong>Answer:<\/strong> The <span style=\"color: #ff0000;\"><strong>emotional letter<\/strong><\/span> received an average donation over two times<strong>\u00a0HIGHER<\/strong> than the statistics-laden letter!<\/p>\n<p><a href=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-vs-heart.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-12565\" src=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-vs-heart.jpg\" alt=\"When making a buying decision, do you go with your head or your heart?\" width=\"500\" height=\"171\" srcset=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-vs-heart.jpg 702w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-vs-heart-300x103.jpg 300w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/head-vs-heart-700x240.jpg 700w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p>When it comes to making decisions about what to buy, people tend to go with their <strong><span style=\"color: #ff0000;\">hearts<\/span><\/strong>\u00a0(emotional side) more often than their heads (logical side).<\/p>\n<p>In advertising your business through the holidays and the rest of the year, appealing to the logical mind is an important aspect of communication\u2026 but don\u2019t forget about the emotional side too.<\/p>\n<h2 class=\"article-headline ng-binding ng-scope\"><span class=\"ez-toc-section\" id=\"How_Personal_Emotions_Fuel_B2B_Purchases\"><\/span><strong>How Personal Emotions Fuel B2B Purchases<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Emotion also plays a surprisingly significant role in B2B purchases.<\/p>\n<p>Per <a title=\"How Emotion Influences Buying Behavior [INFOGRAPHICS]\" href=\"http:\/\/www.socialmediatoday.com\/marketing\/sarah-snow\/2015-08-06\/how-emotion-influences-buying-behavior-infographics\">SocialMediaToday<\/a>, a recent study performed by the CEB found that 71% of buyers who see a personal value in a B2B purchase will end up buying the product or service. In fact, personal value resulted in twice as many sales as business impact.<\/p>\n<p>Here are two disparate stats to consider:<\/p>\n<ul>\n<li><strong>31% of customers find personal value in B2B brands<\/strong><\/li>\n<li><strong>68% would pay more for something in which they found personal value<\/strong><\/li>\n<\/ul>\n<p><a href=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/emotion-influences-buying.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-12579\" src=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/emotion-influences-buying.jpg\" alt=\"Emotion Trumps Reason\" width=\"760\" height=\"664\" srcset=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/emotion-influences-buying.jpg 808w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/emotion-influences-buying-300x262.jpg 300w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/a><\/p>\n<blockquote><p><strong>The data in this study shouldn\u2019t come as a surprise to anybody, but it should serve as an important reminder that the reasons that people buy usually track much closer to their emotional center than their rational thinking.<\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"How_Emotional_Triggers_Get_People_to_Buy\"><\/span><strong>How Emotional Triggers Get People to Buy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The folks at <a title=\"How Emotional Triggers Get People to Buy\" href=\"http:\/\/www.coxblue.com\/how-emotional-triggers-get-people-to-buy\/\">BLUE<\/a> developed an infographic displaying how to incorporate emotions in marketing communications.\u00a0Learn the key emotions to tap into,<span id=\"more-1566\"><\/span> why it\u2019s effective across many platforms and types of audiences, and tips to craft your own emotional copy with the most powerful words and phrases.<\/p>\n<h3><strong>10 Key Emotions to Invoke to Get People to Buy:<\/strong><\/h3>\n<ul>\n<li>\n<h4><strong>FEAR\u00a0<\/strong><span style=\"line-height: 1.5;\">\u2013 \u201cDon\u2019t get left behind\u201d<\/span><\/h4>\n<\/li>\n<li>\n<h4><strong>GUILT<\/strong> \u2013 \u201cYour contribution can make the difference between these children eating dinner and going to bed hungry.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>TRUST<\/strong> \u2013 \u201cNo gimmicks or hidden costs.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>VALUE<\/strong> \u2013 \u201cYou won\u2019t find a better deal anywhere else.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>BELONGING<\/strong> \u2013 \u201cJoin today and see what everyone\u2019s talking about.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>COMPETITION<\/strong> \u2013 \u201cBe the envy of your neighbors.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>INSTANT GRATIFICATION<\/strong> \u2013 \u201cTalk to one of our representatives so you can stop worrying today.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>LEADERSHIP<\/strong> \u2013 \u201cBe the first of your friends to take advantage of this offer.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>TRENDSETTING<\/strong> \u2013 \u201cBe like your favorite celebs.\u201d<\/h4>\n<\/li>\n<li>\n<h4><strong>TIME<\/strong> \u2013 \u201cClean your house in half the time.\u201d<\/h4>\n<\/li>\n<\/ul>\n<p><a href=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Critical-Emotions-to-Invoke.png\"><img decoding=\"async\" class=\"alignleft wp-image-12567\" src=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Critical-Emotions-to-Invoke.png\" alt=\"10 Critical Emotions to Invoke to Get People to Buy\" width=\"760\" height=\"699\" srcset=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Critical-Emotions-to-Invoke.png 1024w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Critical-Emotions-to-Invoke-300x276.png 300w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/a><\/p>\n<h3><\/h3>\n<h2><span class=\"ez-toc-section\" id=\"5_Most_Persuasive_Words_in_the_English_Language\"><\/span><strong>5\u00a0Most Persuasive Words in the English Language<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<blockquote><p><strong>Some words are much more powerful than others.\u00a0<\/strong><\/p><\/blockquote>\n<p><em>Qualification:<\/em> The infographic attached below from Blue lists ten of the most powerful words in the English language (you, results, health, guarantee, discover, love, proven, safety, save and new). In researching the source of these &#8220;powerful words&#8221;, quite a few a posts refer to a 1970&#8217;s Yale study. However, <a title=\"The Yale Study That Wasn\u2019t\" href=\"http:\/\/www.signs.com\/blog\/the-yale-study-that-wasnt\/\">the study likely never happened<\/a>.<\/p>\n<p>Despite that fact (yes, I make it a habit of searching for the source when citing facts), <a title=\"The 5 Most Persuasive Words in the English Language\" href=\"http:\/\/www.copyblogger.com\/persuasive-copywriting-words\/\">Copyblogger<\/a> discusses certain power words that hold more sway over our decision-making process than others. You might be surprised to find that these \u201cpower words\u201d don\u2019t seem, well, all that powerful.<\/p>\n<p>Here are five of the most persuasive words in the English language:<\/p>\n<h3><strong>1. You<\/strong><\/h3>\n<blockquote><p>According to recent <a href=\"http:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC1647299\/\">research examining brain activation<\/a>, few things light us up quite like seeing our own names in print or on the screen. Our names are intrinsically tied to our self-perception and make up a massive part of <a href=\"http:\/\/www.copyblogger.com\/one-sentence-marketing\/\">our identity<\/a>. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.<\/p><\/blockquote>\n<h3><strong>2. Free<\/strong><\/h3>\n<p>Everybody loves free!<\/p>\n<blockquote><p>People love free stuff so much they\u2019ll actually make different choices, even when the respective value of the item or service remains the same.<\/p><\/blockquote>\n<h3><strong>3. Because<\/strong><\/h3>\n<blockquote><p>Although \u201cbecause\u201d may appear to have some sort of brainwashing effect on people at Xerox machines, it\u2019s only really a matter of reasoning: even giving <em>weak\u00a0<\/em>reasons has been shown to be more persuasive than giving no reason at all.<\/p>\n<p>Only trumpet features and product traits you are proud of when they help make your point. Use them to create an incentive <a href=\"http:\/\/www.copyblogger.com\/call-to-action-mistakes\/\">for customers to take action<\/a>. And use \u201cbecause\u201d when pointing out these compelling reasons, but don\u2019t rely on it as a crutch.<\/p><\/blockquote>\n<h3><strong>4. Instantly<\/strong><\/h3>\n<p>We want things <em>yesterday<\/em>!<\/p>\n<blockquote><p>Words like \u201cinstant\u201d, \u201cimmediately\u201d, or, even,\u201dfast\u201d are triggers for flipping the switch on that mid-brain activity.<\/p><\/blockquote>\n<h3><strong>5. New<\/strong><\/h3>\n<p>This one almost seems paradoxical.<\/p>\n<blockquote><p>\u201cNewness\u201d is important to products, especially because <a href=\"http:\/\/dx.doi.org\/10.1037\/0022-3514.85.6.1193\">research has shown<\/a> that they age far more quickly than \u201cexperiential\u201d purchases. (In other words, you\u2019ll hate your new headphones in 2 years, but that concert you went to 5 years ago probably aged in your mind like a fine wine.)<\/p><\/blockquote>\n<h2 class=\"article-headline ng-binding ng-scope\"><span class=\"ez-toc-section\" id=\"The_Full_Infographic\"><\/span><strong><a title=\"How Emotional Triggers Get People To Buy\" href=\"http:\/\/www.coxblue.com\/how-emotional-triggers-get-people-to-buy\/\">The Full Infographic<\/a><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Infographic-Emotional-Triggers.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-12569\" src=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Infographic-Emotional-Triggers.jpg\" alt=\"How Emotional Triggers Get People To Buy\" width=\"590\" height=\"2713\" srcset=\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Infographic-Emotional-Triggers.jpg 223w, https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Infographic-Emotional-Triggers-65x300.jpg 65w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><\/a><\/p>\n<p>___<\/p>\n<p><strong>What powerful words do you use in your social media marketing?<\/strong><\/p>\n<p><strong>We&#8217;d love to hear from you.<\/strong><\/p>\n<p><strong>Please comment and feel free to share!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to making decisions about what to buy,\u00a0do you go with your heart or your head? Take a look at these&#8230;<\/p>\n","protected":false},"author":6,"featured_media":12584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[118,168,851,859],"tags":[],"class_list":["post-11303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-infographics","category-social-media-minute","category-tech-talk-thursday"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Emotional Triggers Get People to Buy [Infographics] -<\/title>\n<meta name=\"description\" content=\"When it comes to making decisions about what to buy,\u00a0do you go with your heart or your head? 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