Emotion is key
The more that shoppers are touched emotionally, the more they will focus on that emotional stimulus over any other product attribute.
Shoppers need emotion in-store and what they emotionally attend to will be the most appealing, so long as the right emotions are targeted. If you want shoppers to emotionally attend to your brand in-store, there are several aspects you should consider:
1. Your emotional hook
Emotions grab attention much faster than rational concepts and thoughts, so make sure you have an emotional trigger for shoppers to first engage with. Ensure their attentional bias is driven by your emotional hook.
2. Making your USP emotional
What ever your brand is famous for, make sure to give shoppers an emotional reason to accept that fame. How will it help them feed, fight, flee or fornicate?
3. Fighting reason with emotion
When your competitors are making strong (but rational) claims, present shoppers with an emotional alternative why your brand is preferable.
Summary
In summary, Attentional Bias gives you a great way of making your brand look disproportionately appealing. But equally, the wrong emotional attention can seriously damage brand performance. So, find your best emotion and communicate it effectively.
Attentional Bias is No.3 of 36 cognitive bias insights. Read No.4 here: Attribution Substitution
