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I deliberated long and hard before deciding to write this article.
For the most part the areas of consumer behaviour that interest me are those relating to how the consumer mind works. I judge that telling you about these insights from neuroscience and social psychology are no different from giving you a map or photographs of points you’ll need to pass on a journey: I hope I make your job easier and help you to do it better, by giving you more understanding of the consumer mind.
So, for example, in my EBook, The Secret of Selling: How to Sell to Your Customer’s Unconscious Mind, I reveal the studies that have triggered different mental associations in consumers’ minds, and caused them to spend more.
In one case, people spent up to three times as much on a product, just because of the type of music that was playing.
Is this manipulating people?
In one sense it is; on the other hand since the unconscious mind is constantly working by association, it would be translating environment ‘clues’ and acting on them anyway.
The fact that it encounters some that make it want to spend more, where more means buying something better, doesn’t mean it’s doing something it doesn’t want to do.
I’ll admit, it’s a fine line, but I try and find it.
This article reveals a study that shows something completely different. This reveals a way in which you can dramatically increase the likelihood that someone will buy from you when, all things being equal, they probably wouldn’t want to.
So why am I sharing it here?
Well, firstly, because we’re all consumers and knowing about this will help you avoid it personally. Secondly, it provides an explanation for why people buy, and understanding it may well help you understand why your competitors make sales that, on the basis of what they have to sell, you think they shouldn’t.
Keep reading to find out what the research revealed †††
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© 2009 Philip Graves Consumer Behaviour Research Resource. All rights reserved.
