Despite what consumer research would have us believe, people are very bad at working out why they’ve really done something.
To be fair we are all taken in by the vain illusion that we are in conscious control of pretty much everything we do.
But it is just an illusion.
When you're marketing a product it's easy to focus on the rational features and benefits, when in fact what's going on around the edges may have just as much to do with whether or not a customer buys from you.
It's often all about emotion.
Don't you hate it when someone you know, who's had a bad day, takes it out on you? You make an innocent remark and all of a sudden you find you're being yelled at for no reason. You're pretty sure that had you said the same thing on another day it would not have led to the same reaction.
This type of misattribution of emotions is surprisingly common. And if you're honest with yourself you probably don't have to think back too far to remember one of those bad days when nothing seemed to go quite right.
(I only have to think back to yesterday, but that's another story).
But enough of the doom and gloom, the good news is that there is a positive flip side to this emotional coin. I hope that’s cheered you up a bit.
And to cheer you up a bit more, if you can tap into this aspect of your consumers’ unconscious minds, you will sell more.
Continue to read what researchers discovered when they conducted experiments to look at how manipulating someone’s emotional state changed how they behaved in a totally unrelated task... »
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© 2008 Philip Graves Consumer Behaviour Resource. All rights reserved