Do emotions increase purchase intention ?

“Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions.”

Article: ‘How Emotions Influence What We Buy’ on Psychology Today

Brand managers and/or marketers want to get confidence and proofs when addressing strategical questions such as buying decisions, purchase intentions, brand awareness, brand equity or brand favourability and many more. Those metrics are measured by those people in order to confront their marketing investments and the consumer feedback (often the actual purchase).

Our belief and hypothesis, with our Emolytics (Pro and Start) suite, is that by measuring website’s visitors –  a website is fantastic consumer laboratory – we are able to gauge the emotional implication/involvement of an audience towards a given brand (thanks to our Emoscore® which is a trend showing the mood evolution of a public).

The measured Emoscore (high or low) could provide the brand manager with an indicator on the expected consumers’ behaviours changes to come later in the “real” world. This is still an hypothesis, but it’s worth the try.

“Emotion can have a powerful impact on memory” as it is observed in many studies in the field of cognitive psychology. Consumers’ memory is the place in the brain where all brand managers would love their messages to be stored since they know that brand awareness has an impact on purchase behaviour.

What is your view on this?