When it comes to branding and marketing consumer goods, marketers often focus on either functional or emotional messaging. Emotional benefits are believed to be more effective in encouraging interest and building brand connection, but functional messages are seen to have a time and place too. But in recent years, research has suggested that decision-making is complex, and information is more available to consumers than ever before – putting into question the validity of the “functional versus emotional” dichotomy. This study aims at examining whether emotional benefits are in fact better than functional ones. It also suggests other decision drivers – beyond rationality and emotion – that marketers may need to leverage.
NotedSource and Nika Kabiri, JD, PhD, investigate functional and emotional messaging and its impact on consumer purchasing choices.