Introduction
The concept of brand loyalty and its formation is a widely studied topic in the field of marketing. According to Permata and Hussein (2022), emotional branding and corporate image play a significant role in the formation of brand loyalty among consumers. They found that satisfaction acts as a mediating factor in this relationship. Additionally, Chapman (2015) in his book "Emotionally Durable Design: Objects, Experiences, and Empathy" argues that brand loyalty is often established during childhood and youth through repeated exposure to brand cues such as logos and slogans. These preferences become deeply ingrained in our minds, often unconsciously and automatically, potentially influencing our purchasing decisions even against our own will or good judgment. Therefore, it's important to acknowledge the impact of marketing on children and their developing brand loyalty.
Emotional branding is a marketing strategy that aims to create a deep emotional connection between the brand and the consumer. It is based on the idea that people make purchasing decisions based on their emotions, rather than rational thinking. According to Permata and Hussein (2022), emotional branding can have a significant impact on customer loyalty, as it creates an emotional bond between the consumer and the brand, which in turn leads to increased satisfaction and brand loyalty.
One key aspect of emotional branding is the use of visual and verbal stimuli to evoke specific emotions in the audience. This may include the use of certain colors, imagery, and messaging that align with the desired emotional response. Another important aspect of emotional branding is the use of storytelling to create a narrative around the brand. This can be done by highlighting the brand's history, values, and mission, or by creating a fictional story that aligns with the brand's identity. This helps to create a deeper emotional connection with the consumer, as they can relate to the brand on a personal level. Emotional branding can also be used to differentiate a brand from its competitors, by creating a unique emotional association that sets it apart. For example, an outdoor clothing brand may use rugged, adventurous imagery to create a sense of ruggedness and durability, differentiating them from other outdoor clothing brands that may focus on comfort and warmth.
In conclusion, emotional branding is a powerful marketing strategy that can be used to create a deep emotional connection between the consumer and the brand, leading to increased customer loyalty and satisfaction. By using visual and verbal stimuli, storytelling, and creating a unique emotional association, companies can differentiate themselves from their competitors and create a strong emotional bond with their audience. As Norman (2013) explains in The Design of Everyday Things, the emotional system is responsible for our emotional responses to stimuli, and it is closely connected to the three levels of design: the visceral, behavioral, and reflective levels. The visceral level is responsible for the way our body feels and for our physical responses to stimuli, which can be influenced by our emotions. The behavioral level is responsible for the way we act. The behavioral level refers to our actions and behavior, which can be impacted by our emotions. The reflective level involves our thoughts and feelings, which are closely tied to our emotions. The reflective level is responsible for how we think and how we feel about it and we can't do any of this without one another – they're inseparable.
By understanding the three levels of design and their relationship to the emotional system, designers can create more effective and ethical emotional branding campaigns that consider the ways in which different stimuli can influence our emotions and behavior.
A brand and image that is able to reach the emotions of customers has a significant direct effect on customer loyalty, and also affects satisfaction, which directly influences customer loyalty. Satisfaction influences customer loyalty as an antecedent variable, mediating by satisfaction. Emotional branding is shown to have a significant effect on the satisfaction level of customers, who are satisfied and loyal in order to influence customer loyalty. (Permata & Hussein, 2022)
While emotional branding can be a powerful tool for building brand loyalty and satisfaction, it can also be used in unethical or manipulative ways, such as by targeting children's emotions and vulnerabilities in order to sell products.
The Three Aspects of the Emotional System
Visceral level - visceral reaction
The first of the three levels of processing is the visceral level and it is the basis of survival instinct. It responds completely automatically to triggers such as fear or curiosity and has a strong influence in how people make decisions. This level of response to a product is rooted in human instinct and is the initial reaction a person has when interacting with a product. This initial impression is formed on a subconscious level, and a person is unable to control their emotions during this brief period. (Chapman, 2015)
When something catches our attention, it hits us emotionally before it registers intellectually. This happens in the lowest part of our brains, the same area responsible for basic functions like breathing and balancing upright. Visceral reactions are the quickest reactions we have. When something in our environments sticks out, we automatically make a snap judgment on its character. Although they are happening without our control, visceral reactions can tell us a lot about why we make decisions or what gets someone's attention. At the visceral level, our marketing evokes emotions through metaphor, images, and designs, like bright colors and clean layouts that promise fun and happiness. Emotional branding involves the use of methods to stimulate the target market in such a way that they respond to an outside stimulus with a desired emotional state. This can be done through one of three levels, the first being the most basic and easiest to manipulate. It’s at this level that we create a product or service that offers some sort of pleasure or pain relief. The emotional brand builds on the visceral level by tapping into our deeper emotions, such as love and security, as well as our higher-level thinking.
The body's visceral level controls the fight, flight, and freeze responses by signaling the muscles and heart to behave in particular ways. For example, when people feel threatened, they may experience a racing heartbeat or increased muscle tension as part of their survival response. This can happen in both directions: A fearful stimulus may cause you to begin breathing rapidly and tense up, but if your heart is racing from exertion or excitement, that physical state might mistakenly trigger the fear response. Our bodies and emotions are in a constant state of flux, influencing one another. Visceral processing takes place beneath the level of your conscious awareness. It is not influenced by learning, with one exception: adaptation (for example, if you live in an environment where sudden loud noises are common, your brain will learn over time that those sounds rarely mean danger).
Understanding the visceral level of processing is critical for designers. Visceral reactions can strongly impact how users respond to a product or experience. Even a well-designed product may fail if it elicits a negative visceral reaction, such as a loud and startling alarm or an unpleasant smell. By considering how their designs may evoke emotional responses at the visceral level, designers can create more effective and successful products and experiences.
Behavioral level - behavioral changes
The behavioral level is more flexible but also more complicated. It can reason and be reasoned with, making it attractive from an advertising perspective. However, it does not respond automatically and cannot be created through superficial design.
The behavioral level of processing is also largely subconscious. While we may consciously choose our behaviors and observe them, the behavioral level is concerned with how we act rather than why. For example, when we speak, we control our lips, tongue, and jaw in specific ways to produce the right sounds, but we do not consciously will our mouths to make certain shapes. The same is true for actions like wiggling our fingers or opening a drawer – we are not aware of the neurological processes involved, but rather, we decide what to do and our brains unconsciously send the message to the appropriate body parts.
Unlike the visceral level, responses at the behavioral level can be learned and changed through practice and repetition, leading to the development of habits. This is known as overlearning. Behavioral processing also has implications for design, as it involves specific expectations for actions. For example, when we press the power button on a laptop, we expect it to turn on, and when we turn a doorknob and push, we expect the door to open. When these expectations are not met, we often experience frustration or disappointment, while meeting or exceeding them leads to satisfaction and pleasure. These emotions can significantly impact our overall experience with a given object and our thoughts and feelings about it.
Reflective level - cognitive changes to self-image and identity
Last is the reflective level, which enables conscious choice. This is the ability to reflect on one’s actions and their consequences, and to make choices that are in line with one’s values. In this way, an experience can change how we see ourselves in the world and what we value. This level of engagement is particularly important to consider when designing experiences for young children: they are still developing their sense of self, including their moral compass.
The reflective level of design is responsible for our conscious thoughts and feelings about an experience or stimulus. It enables us to reflect on our actions and their consequences, and to make choices that are in line with our values. This level of design is particularly important to consider when designing experiences for children, as they are still developing their sense of self, including their moral compass.
Cognitive changes to self-image and identity can be influenced by the reflective level of design. For example, an experience that encourages children to think critically and reflect on their values may help them to develop a stronger sense of self and a more robust moral compass. On the other hand, an experience that does not allow for reflection and encourages children to make choices based on external factors, such as peer pressure or material rewards, may have a negative impact on their self-image and identity.
It is important for designers to consider the long-term effects of an experience on children's self-image and identity when designing for the reflective level. This can help to ensure that the experience is positive and supportive of children's healthy development.
The potential risks and consequences of manipulating customers' emotions through branding
While emotional branding can be a powerful tool for building brand loyalty and satisfaction, it can also be used in unethical or manipulative ways, such as by preying on customers' vulnerabilities or exploiting their emotions for commercial gain. This can have negative consequences for both the customers and the wider society, such as creating unhealthy or distorted views of relationships, values, or personal identity. For example, a brand may use emotionally manipulative tactics to create an idealized or unrealistic image of relationships, values, or personal identity in order to sell products. This can lead to unrealistic expectations or disappointment for customers and can also contribute to the erosion of healthy relationships, values, or personal identity in society.
Additionally, manipulating customers' emotions through branding can have negative consequences for the customers themselves. For example, customers may become overly reliant on brands to meet their emotional needs, which can lead to unhealthy or co-dependent relationships. Customers may also become more vulnerable to being exploited or taken advantage of by brands that use emotionally manipulative tactics.
Overall, it is important for brands to consider the potential risks and consequences of manipulating customers' emotions through branding and to strive to create ethical and respectful branding campaigns that do not exploit or manipulate customers' emotions.
The unique ethical considerations of targeting children with emotional branding
Children are particularly vulnerable to emotional manipulation because of their limited life experience, cognitive development, and lack of critical thinking skills. They may not have the same level of awareness or understanding of the world as adults and may be more susceptible to the influence of emotionally manipulative branding. Brands that target children with emotionally manipulative branding may be taking advantage of these vulnerabilities and potentially harming children's well-being and development. For example, a brand may use emotionally manipulative tactics such as fearmongering or preying on insecurities in order to sell products to children. This type of behavior can have negative consequences for both the children's emotional well-being and may contribute to the development of unhealthy or distorted views of relationships, values, or personal identity and the wider society.
Marketing has a significant impact on children today and is causing increasing concern internationally. The commercialization of childhood is starting earlier and becoming more widespread, leading some experts to call for regulatory measures. One study conducted by Watkins et al. (2022) found that marketing can have negative effects on children's social and psychological development, including links to lower self-esteem, poor subjective well-being, and depression. However, the impact of marketing on the environment through overconsumption is only recently being recognized. The WHO-UNICEF-Lancet Commission has identified exploitative advertising and marketing as a threat to children, highlighting fast food, sugar-sweetened beverages, alcohol, tobacco, e-cigarettes, and gambling as harmful products. However, there is a need for further research to understand the broader impacts of marketing on children's health and well-being. This includes understanding how marketing strategies, regardless of the product being marketed, shape children's futures and the planet's health.
It is important for brands to consider the unique ethical considerations of targeting children with emotional branding and to strive to create respectful and responsible branding campaigns that do not exploit or manipulate children's emotions. This includes taking into account children's limited life experience, cognitive development, and lack of critical thinking skills and designing experiences that are positive and supportive of their healthy development.
Children have a limited ability to self-control and may not fully understand the consequences of their actions. Therefore, it is essential for brands to take this into account when creating emotionally manipulative branding campaigns. Brands should be mindful of the potential impact of their campaigns on children's ability to make informed decisions, and avoid tactics that exploit or manipulate children's emotions for the sake of making a sale. Additionally, brands should consider providing educational resources or tools that help children develop healthy self-regulation skills and make informed decisions. Studies have shown that children who have self-regulation skills are better equipped to resist manipulative advertising and make healthier choices. Therefore, brands that focus on promoting self-regulation skills in children can not only be more ethical but also contribute to the overall well-being and development of children.
The importance of ethical considerations in the context of emotional branding
Given the potential risks and consequences of manipulating customers' emotions through branding, it is important for designers to consider the ethical implications of their work and to strive to create emotionally responsible and respectful branding campaigns. This includes taking into account the unique needs and vulnerabilities of children and considering the long-term effects of exposing them to emotionally manipulative branding.
The potential risks and consequences of manipulating customers' emotions through branding highlight the importance of ethical considerations in this context. Brands have a significant influence on society and can shape how people think, feel, and behave. Therefore, it is important for designers to consider the ethical implications of their work and to strive to create emotionally responsible and respectful branding campaigns.
One way that designers can ensure the ethicality of their work is by taking into account the unique needs and vulnerabilities of different groups, such as children. Children are particularly vulnerable to emotional manipulation and may be more susceptible to the influence of emotionally manipulative branding. Therefore, it is important for designers to design experiences that are positive and supportive of their healthy development.
Overall, the importance of ethical considerations in the context of emotional branding cannot be overstated. By considering the potential risks and consequences of manipulating customers' emotions and the unique needs and vulnerabilities of different groups, such as children, designers can create emotionally responsible and respectful branding campaigns that contribute to the well-being and development of society.
Takeaway
In conclusion, designing for children requires a deep understanding of their developmental needs, preferences, and behaviors. Don Norman's three levels of design provide a framework for understanding how the design of products and services can influence children's cognitive, physical, and emotional well-being. Effective branding also relies on a deep understanding of human behavior and the physiological responses that drive emotions. By considering how people think and behave, designers can create experiences that are more responsive to their needs and more likely to resonate with their audience. This, in turn, can increase customer loyalty and satisfaction.
However, there is still much to be done to ensure that the products and services we design for children are ethical and promote their well-being. In the future, AI technology could play a crucial role in this process. For example, AI-powered tools could be used to analyze and interpret data on children's behavior and preferences, providing valuable insights for designers. Additionally, AI-powered algorithms could be used to automatically filter out potentially harmful content or suggest more appropriate designs. By leveraging the power of AI, we can ensure that the products and services we design for children are safe, ethical, and promote their well-being. Additionally, by considering the unique needs and vulnerabilities of different groups, such as children, and the potential long-term effects of exposing them to emotionally manipulative branding, designers can create branding campaigns that are respectful and responsible, and that contribute to the well-being and development of society.
References
Norman, D. A. (2013). The design of everyday things. Basic Books.
Permata, D. D., & Hussein, A. S. (2022). Emotional branding, corporate image and its effect on the loyalty of JKN-KIS participants: A mediating role of satisfaction. International Journal of Research in Business and Social Science (2147-4478), 11(4), 16-22.
Chapman, J. (2015). Emotionally Durable Design: Objects, Experiences, and Empathy. Routledge: London, UK.
Watkins, L., Gage, R., Smith, M., McKerchar, C., Aitken, R., & Signal, L. (2022). A Brand a Minute – An observational study of children's exposure to marketing in an era of overconsumption. Lancet Planetary Health. doi:https://doi.org/10.1016/S2542-5196(21)00290-4