Are We Really Free to Buy What We Want?
A beginner's Guide for Buyer Behaviour and Persuasion Techniques
By: Space Between
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.