Are We Really Free to Buy What We Want?

A beginner's Guide for Buyer Behaviour and Persuasion Techniques
LONDON - Oct. 7, 2019 - PRLog -- "Marketing isn't a battle of products, it's a battle of perceptions". This famous quote by authors Al Reis and Jack Trout captures the core of the art of persuasion in consumer psychology. What really matters to customers isn't price, nor how good the product is… what matters is how it seizes the customers feelings and the benefits that come with it. I've always wondered what makes a customer buy one product over another, and so here, I'm looking to find why people say 'yes', and how these findings are applied to the real world.

From studying psychology and reading up on consumerism, I have noticed that a lot of research has found that our buying behaviours are affected by situational, social, and psychological influences that persuade us to buy certain products. Here are the 3 approaches broken down:

1.          Purchase factors

This includes aspects of our buying experience like what's around us that can really affect our behaviour as customers. For example, a study found that 70% of participants agreed that they preferred stores that play music. And in regard to a profitable outcome of this, another study found that in comparison to fast-tempo background music, slow-tempo background music in restaurants encouraged groups to stay longer at the table and purchase more beverages… resulting in a larger turnover! In this case, more soothing background music created a more relaxing purchasing environment. In contrast, it's been found that loud music can encourage a larger turnover in supermarkets. They found that although this made customers spend less time in the supermarket, the rate of spending was greater during the louder sessions of music.

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About the Author

Hannah is a second year Psychology student at Canterbury Christ Church University. Hannah recently started a Neuromarketing Internship with Space Between to pursue her career interest in Consumer Psychology.

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