CHARUSAT UNIVERSITY OF SCIENCE AND TECHNOLOGY
FACULTY OF MANAGEMENT STUDIES (FMS)
INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (IIIM)
MBA PROGRAMME (2023-2025)
The Role of Emotions in Consumer
Decision Making
STUDENT NAME AND ID NUMBER
23MBA156 KHUSHBUBEN
NARENDRASINH RAJ
23MBA157 RAJ MANAN AJAYKUMAR
23MBA176 SAPARIYA HIT
BHAVESHBHAI
23MBA182 SHAH DRASHTI
PRASHANTKUMAR
TABLE OF CONTENT
• Introduction to Consumer Decision-Making
• Rational vs. Emotional Decision-Making
• The Role of Emotions in Consumer Behavior
• Emotional Advertising - A Powerful Tool
• Case Study: Nike's "Just Do It" Campaign
• Impact of the "Just Do It" Campaign
• The "Just Do It" Campaign - Long-Term Success
• The Power of Emotion in Consumer Loyalty
• The Neuroscience of Emotion in Consumer Decisions
• Social Media and Emotional Engagement
• Conclusion
INTRODUCTION TO CONSUMER DECISION-
MAKING
• Consumer decision-making is the process of deciding what to buy based on thoughts, feelings, and actions.
• Decisions can be driven by logic (practicality and necessity) or emotions (feelings, memories, and values).
• Emotional connections with a product or brand often play a bigger role than logic.
• Brands now focus on creating experiences that resonate emotionally with consumers.
• The emotional impact of a product or service helps build stronger consumer connections and loyalty.
RATIONAL VS. EMOTIONAL DECISION-MAKING
• Rational Decision-Making is based on facts like price, quality, and functionality.
• Example: Buying a car for its fuel efficiency, engine reliability, and safety features.
• Emotional Decision-Making is driven by feelings—how a product makes us feel or what it
represents.
• Example: Purchasing Nike shoes because they make you feel motivated and empowered.
• Both rational and emotional factors influence decisions, but emotions often override logic.
• Emotions play a stronger role, especially when choosing products tied to experiences or identity.
THE ROLE OF EMOTIONS IN CONSUMER
BEHAVIOR
• Emotions heavily influence what we buy and why we buy it.
• We often make purchases based on instant emotional connections—like a product reminding us of
a memory or aligning with our values.
• Emotional marketing targets deeper needs like belonging, identity, and trust.
• We buy products that make us feel part of something, reflect who we are, or make us feel safe.
• Brands that tap into these emotional triggers create stronger connections and influence
consumer loyalty.
EMOTIONAL ADVERTISING - A POWERFUL
TOOL
• Definition: Emotional advertising appeals to consumers’ feelings rather than
focusing solely on features or facts.
• Key Techniques: Storytelling: Creating narratives that resonate with the
audience on a personal level.
• Purpose: Emotional ads aim to forge a personal connection, evoke feelings, and
make the brand memorable.
CASE STUDY: NIKE'S "JUST DO IT" CAMPAIGN
The “Just Do It” campaign, launched by Nike in 1988, is a
powerful example of emotional advertising that transformed
the brand’s identity and global influence. The slogan, simple
yet impactful, resonated universally, encouraging individuals
to push beyond their limits and embrace action,
perseverance, and self-belief. By highlighting diverse stories
of athletes—ranging from professionals to everyday people—
Nike connected emotionally with its audience, promoting
themes of inclusivity, empowerment, and resilience.
IMPACT OF THE "JUST DO IT" CAMPAIGN
Nike’s “Just Do It” campaign
redefined the brand, positioning it as
a symbol of motivation and
achievement for everyone, not just
athletes. It boosted sales, created
strong brand loyalty, and inspired a
cultural movement that remains
iconic decades later.
THE "JUST DO IT" CAMPAIGN - LONG-TERM SUCCESS
Nike’s “Just Do It” campaign, achieved long-term success
by promoting a timeless message of motivation and
resilience that resonates beyond sports. The slogan’s
simplicity and universality allowed Nike to create a strong
emotional connection with consumers, building lasting
brand loyalty and cultural relevance. As a result, “Just Do It”
has helped Nike maintain a powerful, adaptable brand
identity, securing its position as a leader in the sportswear
industry and as an enduring cultural icon.
THE POWER OF EMOTION IN
CONSUMER LOYALTY
Nike has mastered the use of emotional appeal to build exceptional consumer loyalty. Through
campaigns like “Just Do It,” Nike taps into universal feelings of motivation, resilience, and
empowerment, making consumers feel personally connected to the brand’s message. Nike’s
advertising often celebrates individual stories of overcoming challenges, which resonates deeply
and makes customers feel that Nike shares their values and ambitions. This emotional bond
encourages loyalty that goes beyond product preferences, creating a community of people who
see Nike as more than just a brand—it’s a symbol of achievement and self-belief. By consistently
appealing to these emotions, Nike has built one of the most loyal and passionate customer
bases in the world.
THE NEUROSCIENCE OF EMOTION IN CONSUMER DECISIONS
• Brain’s Role: The limbic system, responsible for emotions, influences
decision-making, sometimes overriding rational thought.
• Emotional Memory: Strong emotions linked to a product create lasting
memories that affect future buying behaviour.
• Neuromarketing Insights: Tools like facial coding, eye-tracking, and brain
scans are used to study emotional responses and optimize marketing
strategies.
SOCIAL MEDIA AND EMOTIONAL
ENGAGEMENT
• Social Media’s Role: Platforms like Instagram, TikTok, and
Twitter help brands connect emotionally with consumers.
• User-Generated Content: Consumers share their emotional
brand experiences, often becoming advocates or
influencers.
• Emotional Engagement: Content that evokes emotions
(e.g., heart-warming stories) drives higher interaction,
boosting brand visibility and loyalty.
CONCLUSION
Emotions play a key role in shaping consumer decisions, with emotional
triggers often outweighing rational ones. Marketers who understand and use
emotional branding can foster loyalty, drive repeat purchases, and create
lasting bonds with their audience. Campaigns like Nike’s “Just Do It” showcase
the power of emotional engagement. As consumer behaviour evolves, brands
that effectively tap into emotions will have a competitive edge for long-
term success.
