Research into online purchasing motivation (Koch et al., 2020) during the crisis showed that. Customers were significantly more attracted to webshops that make shopping fun. For example, the focus of customers appears to be more focused on exploring and exploring new products. Whereas previously they mainly fulfilled that need under the roof of a physical retailer. The success of new technologies such as the online fitting room. In which you can see an outfit depicted on your own body in. An unprecedentedly realistic way on the basis of a photo – also increased. Finally, the search for the lowest price also appeared to have increased, the emotional side of the prize medal that we know as bargain hunting . In short: where customers previously regarded online as a more targeted alternative to physical retail, expectations have increasingly shifted to that of physical retail in a very short period of time.
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Wash hands on TV. 5. Effects of corona on advertising processing During the pandemic, almost every advertisement seemed to tap into the pandemic thematically. From complete storylines to accidental corona-related props. I was often asked to what extent this is useful from a commercial point of view. What happens in the brain when Cyprus Phone Number you use advertising to make people more aware of a not too rosy reality? Particularly during the second half of the corona pandemic, we see a number of recurring patterns in the emotional response of the viewer. Based on this I have drawn up 3 do’s and don’ts: 1. Avoid covid-related cues unless the actual intention is to evoke negative emotion Cues such as face masks or phrases such as “in this strange time” generally evoke an aversive response.
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This can have a positive effect on the actual product in exceptional cases, if the ad uses a problem-solving structure. This is the case with a holiday advertisement that starts with a covid cue (online group calling) and then cuts to beautiful images of exotic holiday destinations. The neural pain stimulus of corona paves the way for an extra positive reaction to the holiday. 2. Avoid awkward parts of the old normal. The other extreme is also dangerous for advertisers Images of frenzied crowds still evoke some uncomfortable reactions. The classic greeting of shaking hands also proves disastrous. We saw this beautifully reflected in an advertisement that we tested both before and after the lockdown. Before the corona pandemic, shaking hands led to an approving response from the brain.