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"EMOTION"

Main article: Positive_affectivity

Different emotions often influence people to behave differently. People will obtain benefits from psychological satisfaction caused by different behaviors. Affective benefits are a benefit that results from emotional satisfaction. Emotional satisfaction usually appears based on people’s preferred personal choices built in the past. Nowadays, people usually apply this type of psychological hints on different areas, especially for business, which we called Affective Benefit Theory. However, the application of affective benefits is not admitted by everyone. There are still many different altitudes toward this theory and consider whether this theory should be applied more into daily life.

Affective Benefit Theory is the extension from the definition and outcome of affective benefits to be commonly used in business as commercial methods. This theory can be a part of customer psychology. Several great examples of affective benefit theory are the different types of affective benefits appeared on business, such as brands. This Article will also introduce more like how affective benefit theory influence marketing and how it applies to daily work with different artificial behaviours.

The Types of Affective Benefit

• Recognition

CHANEL DISPLAYED WINDOW

A kind of perception created surround people’s live. From a person’s childhood, they had been build an idea that they wanted to be recognised. Some brands build their brand outlook as a symbol of nobility and status such as Chanel which is a brand only a handful person can afford. This allows people to equate recognition with buying Chanel or something like that.

• Belongingness 

People think they have the circles which contains people who they are in trust or understand themselves well. They thought the choices they make can show what beliefs they have or what thoughts they want to represent. This includes brands such as Apple which is a brand showing the choice of them is transcending the tradition and is the symbol of modern.

• Confidence

This is relative to personal confidence. This is important for getting how people feel about themselves but not the others’ opinion of them. Personal locator lead them to make choice such as Victoria’s Secret is a brand which featured with body sexy so that the customers are mainly woman who think they are sexy and desirable or intend to be more sexy.

• Individualism 

This type is not very common because it is unusual for individuals to be brave enough to show or express themselves well. However, there will be a few brands that bond with heroic emotions such as Louis Vuitton.

• Nostalgia 

The memory is very priceless for us. They always take actions to reflect past memory so that it will recall the preferences of people who have similar past experiences or memory. For example, a supermarket has launched a shopping campaign to give away a '90s snack. When people get the taste of childhood by accident, they will feel very happy or surprised. They will have a better impression of this supermarket in the future and they will be willing to choose this supermarket in the same type.

"It is the Emotion (limbic system) that commands the Rational Brain. While we may think of making Rational choices, we always need Emotional Connection with the Brands we choose"(medium.com).

Affective Benefit Theory

Marketing Strategy

Many Marketers agree that buying something truly help people to rise the positive sense of self-recognition. People state the brand and characteristics of products are all relative to some abundant emotional income return. Sometimes the design or the marketing propaganda of a successful big brand is applied based on the emotional benefits which people have before in a similar competing market. For example, the logo of a brand is essential because it is the first impression others have of this brand. The design will appear on all of their products so that brand-creators will choose the one which makes people feel the most impressive. We can prove this conjecture from several famous brands' growth process to show why emotional impression is useful for Business. The reason is that we find the practical benefits of a product for the first time, later we find it is useful and make customers feel right about that. It directly builds an enterprise image in the customer's mind. Later on, customers will equate the brand with reliability and quality, which leads to the second shopping.

We can prove the above ideas with several wide-known brands: Fiji, Apple, Gucci and several daily necessities such as alarm systems. The design of Fiji bottles is clear and transparent. That makes people associate the outlook with the quality of the water and trust the safety of water more. Why is Apple so popular? The main reason is that because Apple always makes process on the outlook of iPhones and iPads and also improve the inside function of the phones. That pushes Apple becomes a symbol of Modern and Cool. What is More? Alarm systems are existing in all apartments and houses to ensure they can remind people to stay away from danger at all times. In other words, the existences of an alarm system make people feel much safer so that people establish a deeper reliance on that.

How people establish Affective Benefit Theory?

Lori Soard came up with a way to show how affective benefit theory truly established. The most crucial way is showing the customers the functional benefits of products after they use that. Then tell them what will happen if the functional emotions all apply to usage. If the statement of affective benefit is suitable with the need of customers, they will be given an impression of the product with satisfaction. That leads customers to have a second shopping experience.

How to make rational use of emotional benefits? The Marketing Department thinks that people need to explain the advantages of the product and how it will subtly bring convenience to people's life. These potential explanations improve people's favour of the product and help customers make more biased decisions. These potential psychological hints guide all marketing achievements. In other words, affective benefit theory is similar to a business strategy based on psychological cues from customers.

How can we rationally and logically establish emotional benefit? Many studies have shown that this requires systematic steps. The key points to make emotional benefits are understanding customer behaviours. "The secret to more sales is as simple as understanding just what your buyer wants (and expects) from your business" (Ciotti, 2019).  Then we can build emotional benefits step by step.

1. To make a list of all the good features of your product and the advantages you have over your competitors and relate all the advantages to the familiar facts. This allows us to draw a vivid picture in the customer's mind and push them to believe the benefits of these products based on familiar objective facts.
2. Demonstrate the long-term benefits of such tangible benefits, such as emotional resonance. For example, the benefit of a clean and green product is to protect the environment for their children in the long run so that they can live healthier green lives. This will make people feel more favourable and inclined towards the product emotionally.
3. Publicize the advantages of these products more and extend the advantages on paper to life experience more. Such as adding them to their home pages and sending them to prospective customers as newsletters. Alternatively, organize offline experiences so that customers experience the benefits or updates of each product before or during the purchase. This will maintain interest and goodwill towards a product. The power of experience is more significant than all languages and words, and it allows people to build an emotional benefit to the brand or company before they buy, which is what we call trust.

Also, people prefer to be explicitly tagged, and they prefer to be tagged with specific targeted services. When they are appropriately grouped into groups that they feel comfortable with, this pushes them to appreciate the professionalism of the business community.

Other Impacts of Affective Benefits

People sometimes will be conscious of how emotional benefits work? Alternatively, how psychological benefits are caused by different human behaviours? Whether all behaviours can lead to creating benefits? From several types of research and information, different kinds of actions can produce a sort of recognition which can be called emotional benefits.

Nicole E. Ruedy, Celia, Francesca Gino and Maurice E. Schweitzer(2013) state that the unethical behaviours will also lead people to have the unexpected affective benefits in their journals. These professors show wrong actions sometimes also lead people to have the satisfaction of that, and the motivation pushes them to do that more. The test found that sometimes negative behavior produces unexpected emotional benefits. When thieves succeed many times, although they will have a certain sense of guilt and regret. But more often than not they get some kind of emotional satisfaction because they think it's sort of validation of their skills. This negative emotional benefit motivates them to commit the next crime. This is an example of the opposite argument for emotional benefits. Of course, there are more positive examples.

Vaccinations are also a good example, and studies have found that emotional benefits of believing that a vaccine is good for you to go a long way toward helping people get vaccinated quickly. More people believe the vaccine will help them to some extent avoid the flu than worry about the vaccine. So this feeling for vaccines trumps their uninformed fear. So this kind of advance publicity about the benefits of the vaccine kind of gives people a sense of trust in the vaccine in advance. That is, the emotional benefits of publicity make more people willing to be successfully vaccinated than their uncertainty about the risks. The conclusion was that 72 percent of the population got the vaccine and only 26 percent got it because of fear of not getting it in Scott&White healthcare in Texas. Positive behaviours actually will bring emotional benefits such as prosocial spending. A journal states that people present two studies to see if spending money on others indeed increase emotional rewards. People are divided into two groups which are spending money on themselves or do prosocial spending. Participants are recalled a time, and journalists found that people who do prosocial spending are the happiest. These results suggest that the impact of doing something positive such as charity spending can raise the happiness of people which is a kind of affective benefits. Results of that show the emotional benefits truly works during charity actions. People actually get rewards psychologically by doing something positive giving.

Does happiness really lead to success? Many people think success brings happiness, but some studies have found a correlation. That is to say, positive influences also lead to success. A number of models have been used to demonstrate whether this is true. After three kinds of different Angle model demonstration. There is no denying that perhaps signs of happiness can indeed lead people to have the right attitude to embrace success. A person with enough happiness has a more robust personality to help him deal with various problems in his interpersonal or life career. Their right attitude will put their career on the right track. Maybe success is defined differently. But healthy character development allows most people to achieve their own relative success. That means happiness is a big prerequisite for success.

Evaluation of Affective Benefits

Whether it is useful or not?

Now, of course, there are pros and cons to the emotional benefits. That said, there is still controversy over the use of emotional benefits. Many people still believe that emotional benefits do not dominate people's final decisions about what they buy. People don't think that a moment of good will does much for business. This kind of emotional benefit may only affect the change in people's mentality or mood, but it can't show some value in practical benefits, such as business.

However, many marketing departments' clever marketing strategies, which combine emotional benefits, have actually improved the company's profitability, so in terms of the commercial use of emotional benefits, maybe that's an argument worth making. There is no denying that perhaps the existence of emotional commerce is a topic worth further testing and applying. Its progress may indeed lead to further success in the industry.