New findings reveal that shoppers tend to use ‘happier’ vocabulary when searching for items online if they are in a good mood. The researchers found a link between these optimistic search terms and a higher probability of clicking on advertisements in search engine results.
Recent research from the University of Georgia Terry College of Business indicates that consumers utilize “happier” language while searching for products when they are feeling positive. The study highlights a correlation between these upbeat search phrases and an increase in the likelihood of engaging with advertisements found through search engines.
This study bridges traditional marketing research regarding how emotions influence consumer behavior in physical stores with current trends in the digital marketplace.
“Numerous studies focus on emotional responses when individuals are shopping in a store or when they encounter a product, but nowadays, shoppers often start their buying journey online before even visiting a store,” said Sarah Whitley, an assistant professor at UGA’s Terry College. “People might behave differently in this online environment, and it’s crucial to comprehend the role of emotions in this context.”
Positive word choices could enhance ad engagement
The research team studied over 5 million historical searches and conducted experiments involving 6,800 participants.
They discovered that individuals who were induced to feel happier by viewing positive images (like babies, bubbles, sunlight, etc.) were notably more inclined to use cheerful descriptors for their desired products during online searches. When search engine ads were displayed in response to these upbeat terms, they were approximately 50% more likely to result in site visits compared to similar search terms lacking a “happy” touch, irrespective of the product type.
For example, participants who used positive terms—such as joyful, cheerful, playful, and inspiring—when searching for a water bottle were over twice as likely to click on ads at the top of their search results compared to those who opted for neutral descriptors like clear, metal, and lightweight. Similar patterns were observed for other items, including books and posters.
“The positive emotions are not related to the product being searched for; it’s merely a reflection of how they feel at that moment,” noted Anindita Chakravarty, a co-author of the study and the Distinguished Professor of the Terry Dean’s Advisory Council. “When they feel happy and are simultaneously searching for a product, they tend to use more positive keywords in their queries. This is where the practical implications arise.”
Marketers should consider appealing to happy consumers early in their shopping journey
The variance in ad clicks between cheerful and neutral searchers is associated with happy consumers having less skepticism towards advertisements.
“When individuals are in a positive emotional state, they tend to have a more optimistic perspective,” Whitley explained. “Everyone has a degree of awareness regarding marketing persuasion tactics—this is their persuasion knowledge. While in a good mood, they tend to suppress the inclination to use this knowledge defensively against ads, leading them to view advertising content more favorably.”
Online marketers have long recognized that specific and deal-focused search queries signal that consumers are closer to making a purchase and are more receptive to ads.
“If shoppers feel positive emotions, they might be less doubtful of your advertisements and more inclined to engage with them, resulting in a better return on your advertising investment,” stated Whitley.
This leads marketers to invest in ad placements when consumers search for specific product features, logistics, or deals that can yield a more substantial return on their ad expenditures.
Given these new insights, marketers may want to allocate some of their advertising budget to target shoppers who are experiencing positive emotions early in the purchasing process.
“Rather than solely concentrating on deal-centric search terms, marketers should consider leveraging positive emotional words within search queries that may reflect the consumer’s current mood,” Whitley advised. “If consumers are feeling good, they may be less wary of your advertisements, likely increasing the chances of them clicking, and enhancing your return on investment in advertising.”
