Featured Clare Louise  

How sentiment analysis influences purchasing decision

One major contributing factor in consumer decision to purchase a product is the emotions invested in the brand. The majority of sales gurus understand this exceptionally well. Therefore, when it comes to brand positioning, sentiment analysis is an essential and acritical player in effectively targeting and influencing your consumers’ emotions. First, sentiment analysis comes as a tool that gets meant to aid your brand in understanding how sentiments play a very significant role in all your purchase. Secondly, analyzing sentiments and emotions assists and helps the brands in brand strategy. Finally, emotional sentiment analysis has a considerable part in the fine brand line and emotional profiling to influence purchase and sales.

Professionals in the marketing and sales industry have identified eight key emotions that influence a consumer to make a particular purchase design. Consequently, every salesperson or marketer must understand that emotional reactions than rational thinking are estimated to be 3000 times quicker. Also, it is critical to understand that approximately 90 percent of the entire consumer purchasing decision are subconscious decisions primarily influenced by how they feel or even think about a particular brand compared to a rational decision made consciously about a product. Often, these two perceptions on services and products contradict each other, particularly what they vocalize to the consumer.

Top researchers in various fields, from neuroscientists to marketing, have extensively researched what influences our choices when purchasing. Surprisingly, all of them have come up to an almost similar conclusion that emotions play a critical role in all these. Making a logical decision is estimated to take a considerable amount of time than decisions based on feelings and emotions. In some instances, such emotional decisions are made instantaneously without proper logical consideration of other underlying factors. Therefore, it is right to conclude that feelings play a significant role in guiding the consumer to purchase.

There are other extensive studies carried out by some of the respected researchers in the industry. One particular research conducted by Smith revealed that approximately eight emotional mindsets determine and significantly influence a decision either to purchase a product or to shop at a specific store or outlet. These critical emotional influencers include;

Through the finding of this research, the researcher concluded that consumers usually shop for intelligence regarding a particular brand, and companies must provide such to remain relevant. Secondly, consumers make sessions based on other people’s opinions, and a need for validation for this information moves some consumers to purchase a particular product or service. Finally, Smith also found out that consumers are usually excited about being the first owners or first receivers of a specific service and can make an emotional decision to fulfill these desires.

It’s also surprising to note that a significant number of consumers consider shopping as a hobby and as part of merrymaking. It’s fun to engage in emotionally attached shopping. Consumers can decide to purchase a particular item based on how they feel towards such a product and not driven by need. Consequently, consumers usually identify with a brand they trust and do not want to feel remorse or regret after purchasing the wrong buyer. A competitor might be having a superior product, but due to an emotional attachment to the brand, they end up buying an inferior product. It’s imperative to understand that making a purchase decision is not one of the most straightforward tasks one needs to encounter. Most consumers suffer from what professionals call decision anxiety. In such a situation, sentiment analysis or attachment towards a product or service plays a role in deciding which product to purchase. Lastly, consumers strive for the need to feel appreciated and special, and in son doing so, they make purchase decisions in spaces where they feel appreciated.