It is no secret that humans are driven by emotions. When customers make a purchase from your business, they are exchanging more than just money for your service or product. They seek intangible value, such as emotional connection, self-worth, or a sense of belonging. For example, people who buy an exclusive Messi jersey from Adidas for $300 are not just purchasing a piece of clothing. They are buying a connection to Messi’s legacy, a sense of pride in owning something rare, and a way to showcase their identity as a passionate fan.
Luxury goods target our feelings of self-worth and status. Phones and other communication devices offer a way to stay connected with loved ones, even across distances. According to Harvard Business School professor Gerald Zaltman, 95 percent of our purchase decision-making takes place in the subconscious mind. For this reason, it is crucial to facilitate a perceived mutually beneficial exchange relationship through our marketing campaigns.
In my experience promoting and selling wellness workshops based on art therapy, I have noticed that even in service-based retail, clients aren’t just paying for materials or instruction. They’re investing in emotional value, such as personal growth, relaxation, and community connection. Whether it’s a jersey or an art therapy session, the real value lies in the emotional and personal connection the customer experiences.
If you want to foster loyalty and have a lasting impact with your business, understanding this deeper exchange will allow your brand to resonate more deeply with its clients. What emotional value is your brand offering its customers, and how can you make it even more meaningful? By focusing on the emotions and experiences tied to your offerings, you can create marketing campaigns and customer journeys that not only resonate with clients but also drive their loyalty and advocacy.