Understanding the Impact of Mood on Consumer Behavior
In these uncertain times, our mindset constantly shifts, influencing our thoughts and actions. Recognizing the fluctuating moods of consumers is crucial for content providers. Passion can serve as an escape and source of strength. Happy and relaxed readers are more receptive to advertising, highlighting the importance of mood in consumer behavior.
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Presentation Transcript
Mood is a mercurial thing Whilst these unsettling times may generate a sense of uncertainty, from moment to moment, our mindset shifts. And these shifts in mindset impact our every thought and action. Richard Shotton, 2020
Magazines are mood boosters We ll all be oscillating between good days and bad at the moment. Recognising the flux in the mood of their consumers and that of the broader nation is what great content providers are able to understand and help to support. Sue Todd, 2020
Passion frees the soul 66% of people claim their passions help them through difficult times Live the Passion, TI Media 2016
Passion frees the soul 81% See their passion as a form of escapism It s a chance to escape from reality for a while Live the Passion, TI Media 2016
Happy readers notice advertising more Happy readers noticed 46% of adverts Unhappy readers only noticed 26% of adverts Bronner 2007
Relaxed readers are also more receptive to advertising messages Relaxed readers noticed 56% of adverts Stressed readers only noticed 36% of adverts Bronner 2007
Happy consumers are more receptive to advertising Having viewed the same advert 21% of happy readers liked the ad 13% of unhappy readers liked the ad Richard Shotton and Laura McLean, 2016
