Real Reason You Choose One Brand Over Another: Cognitive Appraisals Relevant to Consumer Behaviors

We make a lot of choices every day. Most of them are small, day-to-day choices that don't require much thought. Sometimes, you have to make important decisions that take some time to think about. How do you decide what to do? You might say that you make decisions based on your gut feelings. On the other hand, you might think you are very logical. In reality, everyone makes important choices based on how they feel, and most of the time they don't even know it. Want to learn more about how people feel in general? In this video you can find a deep dive into how the feelings in our brains work.
When we make a choice, our brain looks at all of the possibilities. It needs to figure out which choices are good, bad, better, or worse. Also, it takes into account how we feel about what we think will happen. Good feelings? Just do it. Feeling bad? Try not to do it.
The most important thing to remember is that the brain isn't very set in its ways when it comes to making these kinds of judgments. We are very open to our feelings, which can change the way we make decisions. Here is where advertisers start to find it interesting. What if you could use emotions to make your viewers feel something? Could that make them buy from you? Yes, is the short answer. Let's see what happens.
Every emotion can be a marketing tool
So let's feel something. It would be great to spread some good vibes. How can we get them to understand? A smile is a very strong way to show how we feel. Unconsciously, seeing a happy face makes us think and feel good, which in turn affects our decisions. Because of this, it's not surprising that we see that "Colgate smile" in ads everywhere. They help sell more than just toothpaste! But let's not forget about all the other feelings that can affect people. Imagine joy, hope, love, and surprise. Even things like fear, anger, shame, and guilt. Every one of these feelings could be used to sell something. To understand how your feelings can help you, you need to know the following: Emotions have many different parts. In other words, they aren't as simple as they look. Each feeling is made up of six cognitive "building blocks" called appraisals. These are self-accountability, pleasantness, certainty, anticipated effort, attention, and situational control. The ratings for each feeling are different in how strong they are. So how can we use what we know about psychology to our benefit? In this blog post, we'll look at this question for two ratings: self-accountability and pleasantness.
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Content Creator: 📝 Aysun Ibadova, Kamran Tagiyev
Voiceover author: 🎙️ Jeremy G.
Animation author: 🎨 Nazanin Suleymanova
Sound editor: 🔊Aysun Ibadova
Project manager: 📊 Kamran Tagiyev

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