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Desire to feel a sense of belonging, to succeed in life or to feel secure is some of the emotional motivators that connect the customers to a brand and to make them finishing a purchase and keep coming back. Research published in Harvard Business Review shows that such emotional motivators are more important than customer satisfaction, since if you got this far in the process satisfaction is usually already high. The brand management instead should be focusing on to add emotional values. Where the researchers Scott Magids, Alan Zorfas and Daniel Leemon identify several triggers besides the ones mentioned above like: “Stand out from the crowd”, “Enjoy a sense of well-being”, “Feel a sense freedom” etc. They write: “On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers.” Harvard Business Review
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