Emotional commercials sell products. Emotional commercials are also shared more often.

And even though we live in a world where marketers prize consumer research and big data, the reason why people buy the things they buy remain decidedly less quantifiable.

Studies have shown that:

• People rely on emotions, rather than information and logic to make brand decisions.

• Emotional responses to ads have far more impact on a person’s intent to buy than the content of an ad.

• Positive emotions towards a brand have greater influence on consumer loyalty than other attributes.

Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says that “The most startling truth is that we don’t even think our way to logical solutions. We feel our way to reason. Emotions don’t hinder decisions. They constitute the foundation on which they are made!”

https://bunnystudio.com/blog/library/audio-ads/how-emotional-commercials-make-the-connection/