As I walk around Monaco I will often get a whiff of this. What are the reasons for buying Baccarat Rouge 540? The high end Oriental Floral fragrance for women and men by Francis Kurkdijan for the glassmaker and house of Baccarat. During a training session I conducted a laddering exercise in order to find the higher level emotional reasons for the purchase.
Why Are Eliciting the Emotional Reasons For A Purchase Important?
The feature of flavour notes and functional benefits like performance / projection are often the stated rational for reason buying a 230 euros for 70ml fragrance. It is these the buyer explains to his friends and rationalises to his or her mind.
However, within the subconscious mind, their emotions are inflamed to encourage their needs and wants in order to overpower the will to purchase.
The work indicated it was for Baccarat Rouge 540 about Creating Sense of Wealth, Status, Power & Sophistication. It’s about belonging to a “Baccarat club.” Plus it its about the need to out do others. And it is about overcoming feelings of insecurity too.
People will tell you about features like flavor notes or performance and projection. Features and functional benefits are specific, and are part of the product. They use it to rationalise buying after being emotionally motivated to buy.It is what they tell their wife, husband boss, or friends in order to justify the purchase
And they will even discuss higher benefits when you ask them like getting confidence or being noticed.
But, consumers won’t often open up their darkest motivations unless you have a tactic in order to encourage it out of them.Emotions are the triggers that subvert the mind. Advertisers press them in order to get attention, encourage wants, and sell products or services. Emotions drive our needs and wants.
In the example, the higher benefit is attractive and the feature enticing projection. It is for those who want standout fragrances. Though the emotional benefit was feeling wealthy, status and power.
For your product knowledge of all 4 levels are required in order to build sales in your advertising.
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