Is Appealing to a Customer’s Emotion or Logic Better for Increasing Loyalty?

Mike Gorun
Many reward programs use financial incentives to entice customers to return, which on the surface would seem to appeal to logic. Yet it’s been proven that marketing initiatives focusing on emotions are more successful because customers who have an emotional attachment to a product are more likely to engage and share product information with family and friends. Dealers, what has worked for you? Do your most loyal customers return to your dealership for logical or emotional reasons?

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