Three researchers from the University of Georgia have recently published a study in the Journal of Marketing that delves into the influence of positive emotions on online search behaviours. Specifically, they explore how feelings experienced during an online product search can modify the nature of search queries and affect engagement with paid search advertisements.

Entitled “Positive Emotions During Search Engine Use: How You Feel Impacts What You Search For and Click On,” this study was authored by Sarah C. Whitley, Anindita Chakravarty, and Pengyuan Wang. The research arrives at a time when digital advertising spending in the U.S. skyrockets, with advertisers pouring approximately $110 billion into paid search ads last year alone. Despite this increased investment, the effectiveness of digital ads remains a contentious issue, with advertisers struggling to understand the motivations behind consumer interactions with online ads.

Historically, research suggested that advertisers should focus on keywords like deal-related words, brand and retailer names, product categories, and location information to enhance ad relevance and increase consumer engagement. The current study builds on this by offering new insights into how emotional states influence consumer search patterns and their responses to paid search ads, highlighting a crucial yet often neglected aspect of digital advertising strategy.

The research examines the role of positive emotions that are incidental to the search task, investigating how these emotions influence consumer behaviour at two critical points in the search process: keyword selection and ad clicks. According to Whitley, experiencing positive emotions can prompt consumers to use emotionally charged keywords, which affects their search behaviour and interaction with paid ads. Chakravarty adds that this emotional priming can bypass consumers’ scepticism about advertisers’ motives, leading to a higher likelihood of clicking on emotionally resonating advertisements.

These findings have significant implications for Chief Marketing Officers and digital advertising strategists. The study suggests that incorporating positive emotional keywords into search ads could enhance click-through rates, providing advertisers with a novel and cost-effective strategy. This approach could be efficient when consumers are more likely to experience positive emotions like weekends and holidays.

Moreover, products that inherently evoke pleasure, such as clothing, entertainment, and dining options, might succeed more with this strategy. Marketing managers in these sectors could gain a competitive edge by targeting positive emotion keywords in their digital campaigns.

Wang underscores the importance of this research in the broader context of digital marketing, where understanding the psychological drivers of consumer behaviour is crucial for crafting effective advertising strategies. By embracing the role of emotions, advertisers can forge stronger connections with their audience, enhancing engagement and optimising the returns on their digital advertising investments. This study challenges traditional advertising approaches and encourages a more nuanced understanding of the interplay between emotions and consumer behaviour in the digital realm.

More information: Sarah C. Whitley et al, Positive Emotions During Search Engine Use: How You Feel Impacts What You Search for and Click On, Journal of Marketing. DOI: 10.1177/00222429241263012

Journal information: Journal of Marketing Provided by American Marketing Association