Physiological Arousal

All marketers want customers to take actions when those customers see their messages or content. We also want customers to share our content. We do want a lot from customers. However, I would say the majority of the marketing content generate nothing.

I came across the above concept called “physiological arousal”. It is a state of activation and readiness for action. When aroused, we do things. There are two types of arousals namely – high arousal and low arousal.

Emotions like anger and anxiety are high arousal. Some positive emotions such as excitement or astonishment are also high arousal. What does it mean to us marketers? It means if your messages or content trigger those ‘high arousal’ emotion e.g. make them excited, it’s likely that customers would take desirable actions that you expect them to.

Low-arousal emotions such as sadness or depression have an opposite effect. Customers feel like they lose energy and don’t want to do anything. It’s unlikely that they would take any action.


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