Study Explores How Consumer Emotions Influence Search Engine Use and Paid Ad Click-Through Rates

Three researchers from the University of Georgia have released details of a new study in the Journal of Marketing, a peer-reviewed academic journal published by the American Marketing Association, that investigates how positive emotions experienced during online searches can influence what consumers look for and how they phrase their search queries.

The upcoming study is titled “Positive Emotions During Search Engine Use: How You Feel Impacts What You Search For and Click On” (citation below).

In 2023, advertisers in the U.S. spent around $110 billion on (online) paid search ads. However, despite increasing investment in digital ads, many marketers still question their effectiveness. Advertisers don’t fully understand why consumers click (or avoid clicking) on ads.

Previous studies have suggested that advertisers use words related to deals, brand names, product categories, and locations. When consumers use these keywords in their searches, advertisers can deliver more relevant ads to increase click rates.

Our Emotions Influence Our Search Engine Behavior

This new research provides fresh insights into how emotions can influence search engine behavior and the likelihood of clicking on paid ads. As advertisers continue to face challenges in reaching the right audience, this study highlights an often overlooked factor in digital marketing—consumer emotions.

The following quote comes from an article in the University of Georgia:

“The team found people who were primed to be in a better mood by being shown pictures of positive things (e.g., babies, bubbles, sunshine, etc.) were significantly more likely to use cheerful words to describe their desired product in their online search.”

The Effect of Positive Emotion on Search Behavior

The researchers focused on how unrelated positive emotions can affect search engine behavior.

According to Sarah C. Whitley, Assistant Professor, Department of Marketing, “we look at how experiencing positive emotion when searching online for a product can impact what consumers search for in their search queries.”

This emotional effect then influences how consumers respond to the paid search ads they see.

Searching online involves several decision-making steps. The research examined how positive incidental emotions affected two stages of online search:

1. The selection of keywords (the words a consumer chooses to describe a product and types into the search engine).
2. The likelihood of clicking on ads.

Anindita Chakravart, Terry Dean’s Advisory Council Distinguished Professor, Department of Marketing, explained:

“Experiencing positive emotion at the outset of an online product search primes emotionally congruent thoughts. This priming makes consumers more likely to use positive emotion keywords than neutral ones to describe the product they are searching for.”

“Upon seeing paid search ads in the results, consumers are less likely to use their usual beliefs about advertisers’ motives.”

Consequently, if consumers use positive emotion keywords in their search, they are more likely to click on paid ads.

Key Insights for Marketing Leaders

Their findings offer valuable insights for marketers and advertisers:

• Positive emotion keywords are more commonly found in search queries related to hedonic products, like clothing, entertainment, and dining. Marketers in these industries may find greater success by focusing on these types of keywords.
• Search queries that include positive emotion keywords are associated with higher click rates on paid ads. Digital marketing teams should explore the potential of incorporating these keywords into their ad strategies.
• Advertisers may benefit by targeting positive emotion keywords during specific times when consumers are more likely to feel positive emotions, such as weekends and holidays.
• Current evidence shows that few advertisers target positive emotion keywords. Integrating these types of keywords could provide an innovative edge, improving cost efficiency since competition for these keywords is low, yet click-through rates are higher.
• Emotions have a significant impact on consumer search behavior and ad clicks. Advertisers should consider the psychological factors involved in online searches.

Pengyuan Wang, Associate Professor, Department of Marketing, emphasized:

“In a competitive digital landscape where every impression counts, understanding the psychology behind consumer behavior is key to success. Our research challenges traditional approaches to search advertising, urging advertisers to rethink their strategies and embrace the power of emotions.”

By adopting positive emotion keywords in paid search ads, advertisers can find new ways to engage and build connections with their target audience.

Citation

Whitley, S. C., Chakravarty, A., & Wang, P. (2024). EXPRESS: Positive Emotions During Search Engine Use: How You Feel Impacts What You Search for and Click On. Journal of Marketing, 0(ja). https://doi.org/10.1177/00222429241263012