Consumer psychology: Neuromarketing applied in practice
Consumer psychology: Neuromarketing applied in practice
How does this impact the increase or decrease in sales?
We are constantly bombarded by advertising stimuli that shape our worldview. It is undeniable that online and offline media influence the way we consume and experience everything. However, thinking with a business intelligence mindset, if you have a company and want to take it to another level, it is crucial to be aware of the strategies that can be the right ones to maximize profits and retain customers.
Anyone who thinks that all consumers buy rationally is mistaken. In fact, it’s quite the opposite. Most of the time, emotion moves us. Neuromarketing is mainly responsible for studying this motivation. People don’t buy products, they buy experiences that satisfy their needs and desires.
Consumer psychology deeply analyzes the mental triggers that lead to the effectiveness of the purchase. The human brain recognizes actions that arouse desperation and urgency, limited promotions, or with little time available. By doing so, it activates the scarcity of resources in the synapse, causing the consumer to buy more quickly, and placing issues such as price or quality in the background.According to Harvard researcher Zaltman, more than 90% of decisions are made subconsciously.
The A Scarcity triggers feelings of missed opportunity, which can lead to regret in the future, causing the customer to take instant action. One point of attention is that you must always offer true opportunities when using these triggers. Otherwise, your brand will lose all credibility with the public.
Another wonderful advertising resource is Exclusivity. This acts on issues related to status, power, and, of course, purchasing standards. It awakens the sensation of feeling unique and special in the human brain. The great attraction of purchasing is what you become by having a certain product or experience. A simple example is: Who has ever wanted to go to a restaurant that opens very few reservations, or have a sneaker that has very few pairs? You pay a lot for the price of being exclusive.
Much explored, the Social Proof feature is also a success. Future customers inject positive feedback and reviews. An incredible consequence is that when your product is so good, it is organically recommended to other potential leads. This creates a product that will sell itself.
Obviously, there is no point in improving triggers and not offering an interesting and functional purchasing moment for your customer. Your website may be beautiful, but if it has problems at checkout, you could instantly lose the sale. Your product may be incredible, but it’s no use if your team doesn’t treat your consumers the way they deserve.
The psychology of consumption attracts and sells, but loyalty depends on many other factors that your business needs to have in order to achieve better results, day after day, constant and gradual growth.
With Adapt Crew, you have much more than an agency. You have a partner that works on many fronts, helping you perform and break your bubble. Come be part of our revolution!
Teo Ribeiro
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