What is it that leads us to buy one product and not another? That is one of the big questions that brand managers ask themselves and one that everyone aspires to answer at one point or another. It is, so to speak, the Holy Grail of the marketer: everyone wants to find the secret that pushes a consumer to stay with one company and not another. The question is complex and, although obtaining the answer would serve to have the key to success, the truth is that it is not easy to find a simple formula that explains why consumers buy. There are many reasons and brands have to be able to anticipate a wide range of issues and elements. Consumers buy for many and more varied causes.

And one of that group of  Bosnia and Herzegovina WhatsApp Number List causes that lead consumers to get a product is in a part of the brain that makes everything much more complex. We buy for reasons that escape reason, for elements that arise from the subconscious, from the irrational part of the mind. And, therefore, psychology is a very important part of the entire buying process: understanding the human mind is as vital as establishing efficient and accurate parameters using big data to do market research.

Psychology is one of the keys that allow us to understand the consumer and one of those that allows us to delve into the reasons why they buy or why they react to the brand in one way or another. Marketers have to delve into the human mind and the many reasons that consumers can make decisions. The effects, the patterns that the psychological study of consumers has discovered, are many and varied.

It is bought, for example, thanks to what is known as social proof, thanks to the weight of the opinions of others and how comforting it is to know that something worked for others; thanks to pressure and fear, and here come from the promises that the evil germs will be killed with the cleaner X such as the fact that there are only two units left in the online store and the product can be lost; and thanks to the principles of reciprocals, receiving something in exchange for something else (for example, a discount code when an email is given to receive a newsletter). And it is also bought thanks to the emotions.

Emotions are an increasingly important element in marketing strategy, for many and varied reasons. Studies have shown that millennials and new consumer groups want to establish emotional bonds with brands and products and, furthermore (just take a look around), right now we are living in a time of boom of emotions and of union with them, making the emotional and feelings are used as a guide from building brand image to doing business management. But the weight of emotions is not new, it is not a fad and it is not rational: consumers cannot avoid being guided by them and they cannot prevent emotions from being part of their decisions, their habits and the list of the purchase.

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