Have you ever gone to the store for a certain item just to go with a cart full of other random things? Do not worry: it's not just about lack of self-control. In fact, there are a variety of techniques that use psychology to influence consumers in spending.
Let's take a look at some of the ways that brands manipulate buyers to buy things.
Use colors to trigger certain emotions
The colors of the products and labels are not just to highlight or look beautiful; They are specifically chosen based on the emotion (s) that buyers want to create. For example, black is often associated with luxurious, high-end products, while blues tend to create feelings of trust and loyalty.
This is not the only method that also uses your senses.
A sense of touch, sound and smell
Brands also use the sensation of touch, smell and sound. According to therebyA recent study found that buyers who pick up items are likely to spend more money than those who do not – a concept known as the "endowment effect". Remember, the next time you dig through a confusing exhibition table at a clothing store.
Similarly, certain music and fragrances can affect consumers' moods and their readiness to spend. That's why it's common to hear classical music in high-end stores and upbeat pop songs.
Their journey through the store is also known, they can psychologically manipulate …
Strategic About Physical Layout and Product Placement
Do you ever feel that you are going through a maze searching for something that you feel should be immediately accessible? The store is not randomly disorganized. Brands deliberately place items – both on the shelves and across the store – to maximize the likelihood that buyers will see and buy other items. This includes placing the most expensive products at eye level and even dropping products that are marketed for children to the ground.
Even bargain hunters are not immune to manipulative tactics.
Do you think you get a deal?
People love a good business – a brand that uses a variety of methods to make customers feel they are saving money when they are not really. In a tactic called "anchoring," an item is stored at two different prices: the higher, the "original" and the one after it has been (allegedly) reduced. But the brand never intends to sell the item at a higher price just to give buyers the illusion of getting a deal.
The same psychology goes into the offer "free shipping"; Advertisers convince consumers to spend a certain amount of money qualifying for free shipping. Customers get the word "free" and pay little for how much more money they spend to reach that threshold.
Instinct A false sense of urgency
If there is something, consumers fear more than that overruns Products are missing an article or a deal that expires soon – this is where the use of "limited offers" comes into play.
In what is known psychologists As a "scarcity principle", brands put a product back in time and / or make it look as if availability is limited, which gives consumers a quick pressure to act (ie buying).