The Ecommerce Expert

Successful Ecommerce Businesses Start Here

  • Home
  • Services
    • Ecommerce PPC Management
    • Conversion Rate Optimization
    • Ecommerce Consulting
    • Website Design / Redesign
  • Free Resources

22 Emotional Drivers That Influence Consumer Buying Behavior

By Eric Leuenberger 2 Comments

22 Emotional Drivers That Influence Consumer Buying Behavior

In 1956 a book written by Victor Schwab described forty driver based emotions which we as people want and that cause us to act. That was over 50 years ago and would you believe after all that time, some things never change?

It comes down to this. No matter how sophisticated our technology is, no matter how much we evolve, there are a number of basic needs and wants we all long for as people. Whether they make us feel complete, happy, fulfilled, comfortable, or any other combination of feelings, these emotional drivers often become the foundation for our actions.

As I see it, in the simplest form consumers buy to fulfill either a need or want. Needing and wanting, although slightly similar, are actually quite different if you look at the true emotional driver behind the word.

Consumers that buy based on need are typically filling a void for something that is a necessity rather than anything else. Needing something usually indicates more than a desire. It represents a functional reason why they must buy.

For example, a consumer needs to buy a new tire for their car when the current tire has gone flat. This is a need—the car will not run properly without the tire. Sure, they would rather spend their money on a want (like a vacation or heated seats) yet the problem with the tire causes them to buy based on need first.

Wanting, however, is different and is often based on desire. Consumers who buy based on want are usually buying with leisure in mind (whether they know it or not.) Wanting often indicates a “non-need” yet something that will make their life easier or more enjoyable.

For example, a consumer who adds heated seats to their car is buying based on want not need. Having heated seats in a car makes the ride much more enjoyable on those cold commuter days yet it does not necessarily fulfill a functional role (the car will still run without heated seats.) The consumer is buying based on a want that will add comfort to their driving experience.

In some cases, having heated seats might make a driver feel as though they have gained some status in life. Not all cars have heated seats, and to add that could be seen as higher class.

Knowing some of what drives consumer emotions can help us better write product descriptions which speak to them. Considering how their emotions drive their buying habits, we can develop a list of product benefits which address the various areas.

Having said that, here are a few of Schwab’s drivers that I think might be particularly beneficial for consumer (B2C) type marketing.

People want to gain:
Health
Self-confidence
Time
Improved appearance
Comfort
Leisure
Increased enjoyment

They want to save:
Time
Discomfort
Risks
Money
Worry
Embarrassment
Doubts

They want to be:
Efficient
Up-to-date
“First” in things
Proud of their possessions
Influential over others (as seen in the submission of product ratings)

They want to:
Express their personalities
Appreciate beauty
Improve themselves generally

Consider these when writing your next product description and aim to develop a benefit list which addresses those you feel fit your product type.

Filed Under: Conversion, Marketing Strategies Tagged With: buyer emotion, consumer buying habits, consumer emotion, emotional based buying behaviors, emotional based drivers, key consumer emotional drivers, victor schwab

Categories

  • Blogging
  • Conversion
  • Customer Retention
  • Design & Usability
  • E-Commerce Optimization
  • Email Marketing
  • Featured
  • Google Adwords
  • Increase sales
  • Marketing Strategies
  • Mobile Commerce
  • Search Engine Optimization
  • Search Marketing
  • Security
  • Shopping Cart Abandonment
  • Social Media
  • Website Analytics
  • Zen Cart
  • Zen Cart Contributions
  • Popular
  • Recent

About

The Ecommerce Expert offers products and services that help move ecommerce businesses toward growth and success. Our products and services help store owners maximize their ROI, decreasing expenses and increasing revenue. The net result is sustainable growth and stability with above average results.

Services

  • Conversion Rate Optimization
  • Search Engine Marketing (SEM)
  • Ecommerce PPC Management
  • Social Media Marketing
  • Ecommerce Consulting
  • Website Design / Redesign

Copyright © 2023 | Privacy Policy

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
Do not sell my personal information.
Cookie SettingsAccept
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT