Monday, June 19, 2017

Brands & Positive Emotions

Research has shown that positive emotions and especially social connectedness leads to increased health. Kindness and compassion and the sense of belonging all contribute to positive health. In her book, Positivity, Dr. Barbara Fredrickson says that data shows that negative emotions, such as fear, can close down our ability to function, whereas positive emotions open us up to possibility and the ability to move forward. 

Dr. Fredrickson's list of the top ten positive emotions is as follows:

  1. Joy
  2. Gratitude
  3. Serenity
  4. Interest
  5. Hope
  6. Pride
  7. Amusement
  8. Inspiration
  9. Awe
  10. Love
Martin Seligman, one of the founders of positive psychology, created this list of the top twenty positive feelings and emotions:
  1. Joy
  2. Interest
  3. Serenity
  4. Hope
  5. Gratitude
  6. Kindness
  7. Surprise (pleasant)
  8. Cheerfulness
  9. Confidence
  10. Admiration
  11. Enthusiasm
  12. Euphoria
  13. Satisfaction
  14. Pride
  15. Contentment
  16. Inspiration
  17. Amusement
  18. Enjoyment
  19. Awe
  20. Love
As marketers, we know that fear is a motivator, however fear has a negative impact on people (unless there is a real danger to avoid). So, I would encourage you to consider what positive emotions your brand could evoke in people. Consider how your brand can contribute to improved health through positive emotions. While this can be accomplished through advertising, it can also be achieved through customer service and a myriad of other ways. Choose a positive emotion or two (or three) on which to focus and include its development in your brand's plan, complete with objectives, goals, strategies and tactics. 

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