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Level of additional willingness to pay when a brand creates emotional appeal
The survey quantifies how far emotional brand appeal shifts willingness to pay — across soccer, cycling and golf fans versus the total population.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
11/10/2025 - 11/11/2025
Survey country
Survey country
Germany
Sample
Sample
n=536 total population surveyed which have a higher willingness to pay, including n=449 people interested in sport (top 2 on 4-point scale), n=384 people interested in soccer (top 2 on 4-point scale), n=228 people interested in cycling (top 2 on 4-point scale) and n=152 people interested in golf (top 2 on 4-point scale)
Question
Question
You have indicated a higher willingness to pay. By what percentage would you be willing to pay more if a brand appeals to you emotionally?