Attitudinal Marketing: How Emotions Drive Customer Choices

[mandy]

Knowing the emotions that drive customer decisions is key to anticipating what purchasing decisions they'll make, writes Adam Edmunds, CEO of Allegiance. Tools exist that can help marketers figure out their customers' motivations...

Measuring attitudes is a relatively new thing to do. There have been movements to uncover rational customer behavior with geographic, demographic or psychographic views. However, this new attitudinal approach to modeling behavior uncovers the reasons why people do what they do. The purpose of this is to understand the "spark" of the relationship and what role emotion plays in customer decision making. For example, what was it that interested them in the first place, and what drives them to remain interested and engaged?...

full article: http://ecommercetimes.com/story/Digging-...65251.html