Under the Skin of the Indian Consumer by David Abikzir

Author:David Abikzir
Language: eng
Format: epub
ISBN: 9789386643018
Publisher: Bloomsbury Publishing
Published: 2019-12-20T00:00:00+00:00

Figure 7.2 Plutchik’s Model of Emotions

The emotions intensify as they move from the outside towards the centre.

For instance, waiting for the traffic light to change is a cause for minor annoyance. But if we are held up for too long, our irritation soon turns into seething rage and we begin honking horns loudly!

All emotions are combinations of the eight primaries. These primary emotions can mix with one another to produce different emotions called ‘primary dyads’:

–Anger + Anticipation = Aggressiveness

–Anticipation + Joy = Optimism

–Joy + Trust = Love

–Trust + Fear = Awe

–Surprise + Sadness = Disapproval

–Sadness + Disgust = Remorse

–Disgust + Anger = Contempt

The ‘secondary dyads’ reflect the following emotions:

–Joy + Fear = Guilt

–Trust + Surprise = Curiosity

–Fear + Sadness = Despair

–Sadness + Anger = Envy

–Disgust + Anticipation = Cynism

–Anger + Joy = Pride

–Anticipation + Trust = Fatalism

Finally, the ‘tertiary dyads’ reflect the following emotions:

–Joy + Surprise = Delight

–Trust + Sadness = Sentimentality

–Fear + Disgust = Shame

–Surprise + Anger = Outrage

–Sadness + Anticipation = Pessimism

–Disgust + Joy = Morbidness

–Anger + Trust = Dominance

–Anticipation + Fear = Anxiety

The real question for you is to know how Plutchik’s wheel of emotions can be applied in your e-commerce and especially in your communication strategy.

The goal is to emotionally connect the consumers.

First, ‘make them happy’. When you imagine a marketing visual, the expression on the faces of the persons represented is a key element. Make them smile to connect them to consumers. Inspire confidence that your brand or your product will transform their life for the better. Give them hope and they will be happy to use your e-commerce.

The highlighted emotions are joy, happiness, hope and trust.

The second element of your marketing visual is to ‘startle them to attention’.

Use the element of surprise to catch the eye of the consumers. You can weave in the unexpected and the shocking to capture their attention. Once they are surprised, they will ask for more!

The goal is obviously to arouse curiosity. At its core, curiosity is all about noticing and being drawn to things we find interesting. When consumers are curious, they see things differently: they use their observation and exploration skills more fully.

The emotions highlighted are surprise and anticipation.

The third element is to ‘spin a story’.

Of course, spinning a story is an effective way to evoke emotions. The goal is to entertain them with tales that touch their hearts, make them laugh, or shed a tear. Stories motivate consumers to change their behaviour or thinking patterns more than hard facts ever can.

When you tell a story, you also prompt them to go into a reflective mode. They not only notice the details but also try to interpret these.

The emotions highlighted are amazement, delight, affection and pensiveness.

Finally, ‘evocative visuals’ is the last element.

You must use customised images that convey the right mood. Use evocative images and especially those that show people and faces. It is easier to feel connected to a person who looks and acts real than an impeccably-dressed model smiling at you from a stock photograph.

Visual metaphors can also have a significant impact on consumers.

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