Can Brands Really Make Us Happy?
Can brands really make us happy? If you ask any brand marketer, the answer is clearly “yes.” And even more so if you ask marketing staff from Coca-Cola, McDonald’s, Dove and now LuLuLemon, all of which have spent substantial marketing resources on associating their brands with “happy.”
But do consumers consciously purchase products with the sole purpose of achieving happiness? And if so, it is a conscious drive or among the 90 percent of our thoughts that drive our behavior from our unconscious mind?
According to Steve Quartz, professor at California Institute of Technology, we do, but mostly unwittingly, as emotional purchases are often unconscious. Quartz, a one-time believer that consumerism or the drive to buy stuff did not generate happiness, changed his tune after creating a consumer neuroscience project to further explore the psychological impact of buying. As stated in his article, which appeared on PBS.org, here’s what he learned:
We found that asking people to merely look at products they considered “cool” sparked a pattern of activation in a part of the brain known as the medial prefrontal cortex.
Quartz continues to explain that the brain activity resulting from seeing something deemed to be cool, and contemplating owning that coolness, is similar to how the brain responds when we receive a compliment, or feel that someone else values the brands or they have gone up in social status or peer approval. These are the same feelings we get when we anticipate love or rewards, or feel connectedness as we actually experience hormonal rushes of dopamine and oxytocin.
If the above is true, then it makes sense that adding visual and social coolness to your product packaging will increase attention and sales to even failing products as the cool score can actually trump other decision influencers. A case in point is that this very approach made big dollars for Proctor and Gamble when it redesigned the packages for Clairol Herbal Essences, a failing brand it bought in 2001 and decided to reinvent, per its packaging appeal in 2006.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.