Consumer Emotions Spiral

Throughout the launch marketing process, advertisers continuously send cues to consumers triggering positive emotional responses towards their upcoming products or services. The consumer emotions spiral represents the desired responses to informational cues for each stage of the launch marketing process:

The intensity in emotional responses is heightened throughout the marketing campaign and towards the launch of the product. The interest sparked by speculation makes consumers curious, a feeling that turns into intrigue after an official company announcement is made about an upcoming product, growing into anxiety in the period leading to the actual launch of the product. By then, engaged audiences show decisiveness about their purchase intentions, followed by exhilaration from post-purchase satisfaction.

The lengthy process delays gratification from the time products are announced to the time they actually are available for purchase, which causes repression and increases consumer anxiety. According to Freud's theory of anxiety and affects, delayed gratification is a critical element for the successful creation of momentum.

A launch marketing campaign is, rather than a mere P.R. initiative, a true holistic marketing approach aiming to increasingly incite favorable emotions towards an upcoming product or service. These emotions not only lead to a positive purchase decision but also ensue a constructive conversation around the product, increasing the reach of the campaign through word of mouth.

A positive build-up needs to be met with post-purchase satisfaction; and such satisfaction hinges on delivering the product attributes advertised throughout the launch marketing campaign. Meeting consumers' expectations is vital in inciting exhilaration feelings that are conducive to positive word of mouth after purchasing the product. Failing to meet such expectations will likely cause the opposite reaction, leading to a quick desertion, as early adopters will be picking up on clues from innovators to make an informed purchase decision.

The launch marketing process should be inclusive of post-purchase emotions, as these are vital in guaranteeing the continuity of overall positive emotions generated throughout the entire process. Compare this to a bad movie with a great trailer. Some consumers will be fooled and rush to watch the film on opening day, but their disappointment will rapidly disseminate and cause the majority of consumers, who are considering to watch the film, to change their minds.