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Different emotions often influence people to behave differently. People will obtain benefits from psychological satisfaction caused by different behaviors. Affective benefit s are a benefit that results from emotional satisfaction. Emotional satisfaction usually appears based on people’s preferred personal choices built in the past. Nowadays, people usually apply this type of psychological hints on different areas, especially for business, which we called Affective Benefit Theory. However, the application of affective benefits is not admitted by everyone. There are still many different altitudes toward this theory and consider whether this theory should be applied more into daily life.

Affective Benefit Theory is the extension from the definition and outcome of affective benefits to be commonly used in business as commercial methods. This theory can be a part of customer psychology. Several great examples of affective benefit theory are the different types of affective benefits appeared on business, such as brand s. This Article will also introduce more like how affective benefit theory influence marketing and how it applies to daily work with different artificial behaviours.

The Types of Affective Benefit

 * Recognition

A kind of perception created surround people’s live. From a person’s childhood, they had been build an idea that they wanted to be recognised. Some brands build their brand outlook as a symbol of nobility and status such as Chanel which is a brand only a handful person can afford. This allows people to equate recognition with buying Chanel or something like that.


 * Belongingness

People think they have the circles which contains people who they are in trust or understand themselves well. They thought the choices they make can show what beliefs they have or what thoughts they want to represent. This includes brands such as Apple which is a brand showing the choice of them is transcending the tradition and is the symbol of modern.


 * Confidence

This is relative to personal confidence. This is important for getting how people feel about themselves but not the others’ opinion of them. Personal locator lead them to make choice such as Victoria’s Secret is a brand which featured with body sexy so that the customers are mainly woman who think they are sexy and desirable or intend to be more sexy.


 * Individualism

This type is not very common because it is unusual for individuals to be brave enough to show or express themselves well. However, there will be a few brands that bond with heroic emotions such as Louis Vuitton.


 * Nostalgia

The memory is very priceless for us. They always take actions to reflect past memory so that it will recall the preferences of people who have similar past experiences or memory. For example, a supermarket has launched a shopping campaign to give away a '90s snack. When people get the taste of childhood by accident, they will feel very happy or surprised. They will have a better impression of this supermarket in the future and they will be willing to choose this supermarket in the same type. "'It is the Emotion (limbic system) that commands the Rational Brain. While we may think of making Rational choices, we always need Emotional Connection with the Brands we choose'(medium.com)."

Affective Benefit Theory
Many Marketers agree that buying something truly help people to rise the positive sense of self-recognition. People state the brand and characteristics of products are all relative to some abundant emotional income return. Sometimes the design or the marketing propaganda of a successful big brand is applied based on the emotional benefits which people have before in a similar competing market. For example, the logo of a brand is essential because it is the first impression others have of this brand. The design will appear on all of their products so that brand-creators will choose the one which makes people feel the most impressive. We can prove this conjecture from several famous brands' growth process to show why emotional impression is useful for Business. The reason is that we find the practical benefits of a product for the first time, later we find it is useful and make customers feel right about that. It directly builds a enterprise image in customer's mind. Later on, customers will equate the brand with reliability and quality, which leads to the second shopping.

We can prove the above ideas with several wide-known brands: Fiji, Apple, Gucci and several daily necessities such as alarm systems. The design of Fiji bottles is clear and transparent. That makes people associate the outlook with the quality of the water and trust the safety of water more. Why is Apple so popular? The main reason is that because Apple always makes process on the outlook of iPhones and iPads and also improve the inside function of the phones. That pushes Apple becomes a symbol of Modern and Cool. What is More? Alarm systems are existing in all apartments and houses to ensure they can remind people to stay away from danger at all times. In other words, the existences of an alarm system make people feel much safer so that people establish a deeper reliance on that.

How people establish Affective Benefit Theory?
Lori Soard came up with a way to show how affective benefit theory truly established. The most crucial way is showing the customers the functional benefits of products after they use that. Then tell them what will happen if the functional emotions all apply to usage. If the statement of affective benefit is suitable with the need of customers, they will be given an impression of the product with satisfaction. That leads customers to have a second shopping experience.

How to make rational use of emotional benefits? The Marketing Department thinks that people need to explain the advantages of the product and how it will subtly bring convenience to people's life. These potential explanations improve people's favor of the product and help customers make more biased decisions. These potential psychological hints guide all marketing achievements. In other words, affective benefit theory is similar to a business strategy based on psychological cues from customers.

So how can we rationally and logically establish emotional benefit? Many studies have shown that this requires systematic steps. The key points to make emotional benefits are understanding customer behaviors. "The secret to more sales is as simple as understanding just what your buyer wants (and expects) from your business" (Ciotti, 2019). Then we can build emotional benefits step by step.


 * 1) To make a list of all the good features of your product and the advantages you have over your competitors and relate all the advantages to the familiar facts. This allows us to draw a vivid picture in the customer's mind and push them to believe the benefits of these products based on familiar objective facts.
 * 2) Demonstrate the long-term benefits of such tangible benefits, such as emotional resonance. For example, the benefit of a clean and green product is to protect the environment for their children in the long run so that they can live healthier green lives. This will make people feel more favorable and inclined towards the product emotionally.

Other Impacts of Affective Benefits
People sometimes will be conscious of how emotional benefits work? Alternatively, how psychological benefits are caused by different human behaviours? Whether all behaviours can lead to creating benefits? From several types of research and information, different kinds of actions can produce a sort of recognition which can be called emotional benefits.

Nicole E. Ruedy, Celia, Francesca Gino and Maurice E. Schweitzer(2013) state that the unethical behaviours will also lead people to have the unexpected affective benefits in their journals. These professors show wrong actions sometimes also lead people to have the satisfaction of that, and the motivation pushes them to do that more. This is bad intense which makes people have a rise on negative sense of something.

However, positive behaviours actually will bring emotional benefits such as prosocial spending. A journal states that people present two studies to see if spending money on others indeed increase emotional rewards. People are divided into two groups which are spending money on themselves or do prosocial spending. Participants are recalled a time, and journalists found that people who do prosocial spending are the happiest. These results suggest that the impact of doing something positive such as charity spending can raise the happiness of people which is a kind of affective benefits. Results of that shows the emotional benefits truly works during charity actions. People actually get rewards psychologically by do something positive giving.

Besides the psychological returning, does affective benefits truly have some impacts on some things daily? Nowadays, people is using the awareness system media to get the intimate relationship communication. (More)

Evaluation of Affective Benefits
It is still hard to have a confirming attitude because people are always variable. It is difficult to measure whether people will change just based on those emotional effects. Some people believe that artificial emotional benefits help people to have a better and easy way to accomplish their goals mainly for business. However, some people state that some specific actions did on purpose is treating from the beginning. That makes people feel bad because sometimes it's not the natural outcomes of something, but it also depends on different situations.

People pass the different attitudes on the effect of the affective benefits because indeed the efficiency of emotional experience is hard to measure accurately. Maybe an understanding of emotional benefits leading actions will provide better experiences for people. It shows the importance of understanding the property of one thing at the beginning. It takes time to prove whether affective benefits can be widely applied into people's life and work.