26 Universal Emotions that Drive Consumer Behavior

By Christina Luppi
August 26, 2014
Did you know that emotions are quantifiable? With the right consumer behavior research tools, market researchers can learn how emotions interact with reason to determine consumer choice.
In the white paper, “The Sentient 26 Emotional Taxonomy: An Emotional Motivation Framework for Understanding Consumer Behavior,” we’ve classified 26 emotions according to their motivational properties, and their respective influence on consumer behavior.
We break down the difference between Motivational Mindsets and Motivational Emotions, plus describe the subtle differences between emotions within four basic marketing frameworks:

  • High Arousal; Positive Valence – such as: happiness, pride, and schadenfreude
  • Low Arousal; Positive Valence – such as: relief, contentment, and gratitude
  • Low Arousal; Negative Valence – such as: agony, sadness, and boredom
  • High Arousal; Negative Valence – such as: embarrassment, jealousy, and anxiety

The importance of evoking distinct emotions during the market research phase is essential for determining how best to frame your products or services pre-launch. We’ve put together this informational white paper to help you better understand how 26 distinct emotions drive consumer behavior.
How can you leverage these distinct emotional states to better understand your customers? Download the Sentient 26 Emotional Taxonomy to find out.




26 Consumer Emotions




  • Share Insight
Avatar

By:

Sr. Manager of Marketing


Measures That Matter for This Moment

Measures That Matter for This Moment

By Aaron ReidJuly 20, 2020I remember cringing when I heard it. Some early leaders in the “neuromarketing” space were dodging the ethics question facing behavioral science, by arguing that these techniques were fine to use for influencing toothpaste...

Examining Extremes

Examining Extremes

By Jeremy CloughJuly 2, 2020Anyone who’s spent significant time in consumer insights, decision science, or behavioral science has probably executed or commissioned a Choice-Based Conjoint (CBC) research project. But no one currently working in these...

Archives

Categories

For more information about Sentient Decision Science and our groundbreaking research please contact us.