Unlocking the Secrets of the Heart: How Emotioneering is Revolutionising the Way We Create New Products
Emotioneering is a term coined by marketing expert Martin Lindstrom in his book “Buyology” to describe the use of neuro-marketing techniques to tap into consumer emotions in order to increase product appeal, revenues, and profits. While the concept of using emotions to sell products is not new, the use of neuro-marketing techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to understand consumer emotions is a relatively new concept.
Despite the potential benefits of emotioneering, it appears that many companies are not yet using these techniques to increase their product appeal, revenues, and profits. There are a few reasons for this.
First, the use of neuro-marketing techniques is relatively new and not yet well understood by many managers and executives.
Second, many managers and executives may not see the value in investing in emotioneering as they may not understand how it can benefit their business.They may not be aware of the potential impact that emotions can have on consumer behavior and may not realise that tapping into consumer emotions can lead to increased product appeal, revenues, and profits.
Finally, some managers and executives may be hesitant to use emotioneering because they are concerned about the ethical implications of using neuro-marketing techniques to manipulate consumer emotions.They may be worried that using these techniques could be seen as unethical or manipulative, which could damage their company’s reputation.
Despite these challenges, it is likely that the use of emotioneering will increase in the future as more companies become aware of its potential benefits and as the spread of neuro-marketing techniques increases. This will help to alleviate concerns about the ethical implications of emotioneering and will ensure that companies are able to use these techniques to increase product appeal, revenues, and profits in a responsible and ethical manner.