The term “mood” refers to a transient state of mind or emotion that affects a person’s behavior and perceptions.
This concept can also be applied to describe the atmosphere of a place or work of art, such as a film or painting.
Definition and context
The word “mood” comes from the Old English “mod,” which meant “mood” or “courage.”
Originally used to describe a person’s emotional state, the term has evolved to also encompass the general atmosphere of a business or non-business environment or event.
The term “mood” in marketing refers to the emotional atmosphere a company creates to influence consumer behavior.
This concept is closely related to the idea of evoking specific emotions in customers to increase engagement, improve brand awareness and drive purchase decisions.
The term is used to describe the emotional atmosphere generated by an advertising campaign, event or brand experience.
The goal is to create a positive emotion that results in a desired action, such as purchasing a product or attending an event.
Uses of the term:
- Personal mood: This is used to describe a person’s mood, such as “good mood” or “bad mood.”
- Atmosphere of a place: Describes the emotional environment of a place, e.g., “the mood of the restaurant was romantic.”
- Art and media: It is employed to define the emotional atmosphere of a work of art, such as a film or a piece of music.
- Style and attitude: Can refer to a person’s style or attitude, such as a “dark mood” or “sunny mood.”
The term “mood” has become an integral part of everyday language, especially among young people.
However, it is advisable to avoid its use in formal or professional settings, where it may be preferable to use more traditional terms such as “mood” or “state of mind.”
Strategies for influencing mood
- Colors and design: The use of specific colors can influence the mood of consumers. For example, blue is often associated with calmness, while red stimulates energy and alertness.
- Music and sounds: Music can create a specific emotional atmosphere. For example, an upbeat melody can increase the sense of happiness and relaxation.
- Images and storytelling: Images and stories can evoke deep emotions in consumers. Campaigns like Dove’s, which promote real beauty, create a sense of empathy and inclusion.
- Scents and aromas: The use of scents can improve shoppers’ mood and increase the time spent in a store. For example, aromas such as leather and cedar can motivate shoppers to spend more.
Importance of mood in marketing
- Emotional Engagement: Mood influences brand perception and increases consumers’ emotionalengagement, making them more likely to remember and interact with the brand.
- Purchase decisions: Emotions evoked by mood can drive purchase decisions. When consumers are in a good mood, they are more likely to believe advertising messages and evaluate offers positively.
- Brand loyalty: Creating a positive emotional atmosphere helps build a deeper relationship with customers, increasing brand loyalty and positive recommendations.
Examples of mood-based marketing campaigns
- Coca-Cola “Share a Coke”: This campaign created an atmosphere of happiness and sharing by personalizing bottles with common names to increase emotional engagement.
- Where “Real Beauty”: This campaign evoked positive emotions such as self-confidence and inclusion, promoting a more authentic and diverse image of beauty.
- John Lewis “Man on the Moon”: This campaign used mood to create a deep emotional atmosphere, evoking feelings of nostalgia and compassion.
In conclusion, mood in marketing is a crucial element in creating emotional connections with consumers.
By using targeted strategies to influence mood, companies can increase engagement, improve brand awareness, and drive purchasing decisions more effectively.
This approach integrates seamlessly with other emotional marketing strategies, such as storytelling and personalization, to build lasting and meaningful relationships with customers.