Target at Consumers’ Emotional Reaction: A Perspective from Pantene Commercials

Human beings are emotional creatures, fond of touching stories that may reflect their own experiences. Intense emotional reaction and fluctuation may easily press consumers’ purchase button.Pantene engages emotional appeal in their commercials aired in Thailand and Russia. The commercials were elaborated and touch millions of audience who also shared the videos through internet. By airing commercials with substantial emotional appeals involved, Pantene generated lots of buzz online.

By exposing to emotional appeals in commercials, consumers may be easily affected and psychologically connect their own experiences to the brand. Positive image of brand will be effectively built up and induces more sales.

An article talking about the difference between rational and emotional marketing perfectly explain why Pantene distributed substantial budget to commercials involving emotional appeals.

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