Humor is a persuasion technique because not only are your customers more likely to recall funny memories, but they’re more likely to share them as well. When we talk about high valence, low arousal persuasion, we’re often talking about humor. This tactic isn’t common in most ecommerce industries, so it’s on to the next quadrant. Negative emotions also contribute to higher virality. While risky, this works because of a little cognitive bias known as the negativity bias, which states that strong negative stimulus has a greater impact on psychological states and processes than strong positive stimulus. For example, political campaigns and some charity ads will use low valence, high arousal copy and design to persuade visitors into action. It’s a bold move that will only work selectively. Low Valence, High ArousalĮssentially, you’re evoking anxiety and intense negative emotions in your visitors. Where does your store, where do your products fall within this graph? Where should it given your unique goals? There are hundreds of emotions you could try to evoke, so it helps to think in terms of valence and arousal. Here’s how those factors look when visualized: Arousal is whether the emotion is active (high) or inactive (low). Valence is whether the emotion is positive (high) or negative (low). They’re often confused, but have two distinct meanings. Introducing Valence and ArousalĮmotional reactions are driven by two core factors: valence and arousal. It’s time to start optimizing accordingly and stop writing emotional persuasion off as wishy-washy voodoo. TL DR? We’re emotional people making mostly emotional decisions. Ideally, your store will persuade both systems, but if you have to choose between the two, choose system one because it doesn’t get depleted. To be clear, system one and system two work as a decision-making team. Even if your product happens to be the most logical option in your entire industry, there’s a solid chance your customer’s system two will be depleted at the time, causing her to default to system one. So, system one is a huge factor in decision making, right? Yet marketers continue to appeal to system two, the logical processor, almost exclusively. By the next morning, system two will likely have assured you that the free shipping and an upcoming event make the pricy purchase totally logical. You see, system two doesn’t like to think a decision was made purely upon emotion, so it rationalizes the emotional decision after the fact.įor example, let’s say you bought an expensive clothing item online late at night after a long, hard day at work. System one, on the other hand, is always around, which is why you might initially make an emotional decision and rationalize it later. The more time you spend thinking critically throughout the day, the less and less you’ll see system two pop up when it’s time to make a decision. System two is easily depleted because it’s slow and requires your full focus. It’s controlled and conscious, but much slower. We like to think we’re logical people making logical decisions, especially when it comes to how we spend our hard-earned money.Įnter dual process theory, which states that there are two different systems within your brain: system one and system two. The good news? Neither are your customers, and you can use that to your advantage. You’re not as in control of your decisions as you think you are. Get the free reading list First, why does emotional persuasion matter? Access our free, curated list of high-impact articles below. Turn more website visitors into customers by getting a crash course in conversion optimization. Free Reading List: Conversion Optimization for Beginners
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |