The Role of Emotion in Perception of Value

Emotion is a crucial factor in how customers perceive value in an experience. After all, it's not just the quality of products or services that matters, but also the emotion they evoke in us.

How emotions influence perception of value

When we feel emotionally connected to a brand or experience, we are more likely to perceive value in it. This is because emotions activate the amygdala, a part of the brain responsible for storing memories and emotions, which makes it easier to retrieve the memory associated with the event.

How can companies use emotions to increase the perceived value?

Companies can use various strategies to evoke emotions in customers, such as creating personalized experiences, using emotional language in their communication and offering emotional benefits, like the feeling of being clever or belonging.

Furthermore, companies can also use social multimedia to create content that captures attention and evokes emotions in customers, such as the use of striking images and videos or inspiring stories that motivate.

The role of emotion in value perception in services

In the context of services, emotion plays an even more important role. This is because services are intangible experiences, making them more susceptible to emotions.

When a customer experiences high-quality service and feels emotionally satisfied, it is more likely that he will return to that company instead of looking for an alternative.

What is the relationship between emotion and customer loyalty?

Emotion is a fundamental factor in the formation of customer loyalty. When a customer feels emotionally connected to a company, it's more likely that they will be loyal and loyalized to that company, once emotion is deeply ingrained.

In summary, emotion is a crucial factor in how customers perceive value in an experience. Companies that know how to evoke emotions in their customers are more likely to ensure their loyalty and faithfulness.

Reference Sources

Pepper, John J., & Lower, Jane E. (2013). The effects of emotions on consumer behaviors. Journal of Retailing and Consumer Services, 20(1), 142-149.

Kotler, P., Keller, K. L., Brady, M. T., Goodman, M., & Hanrahan, J. (2009). Marketing Management. Pearson Prentice Hall.