Trade and marketing are two inseparable concepts. Tricks and tricks that force consumers to buy a lot and often, have existed since people began exchanging goods. But it is not so difficult to resist the sellers’ manipulations if you know what they are built on.
Marketers do not engage in fraud in the literal sense of the word. But they play with our subconscious, character, emotions, expectations and even our sense organs. They create an artificial demand for goods that otherwise would not interest us. Famous marketer Martin Lindstrom, author of popular books on neuromarketing, identifies seven main factors under the influence of which a person purchases.
- Mirror brain neurons
These very neurons are responsible for empathy and emotional intelligence. Under their influence, there is a need to help a person in distress, to make up for the guilt, if we hurt someone, the joy of others’ success. These same cells contribute to the fact that we can literally feel someone else’s emotion: smile in return, curse, seeing others eating bad food.
Thanks to the mirror neurons, the so-called mainstream is created. When the vast majority approves a product, phenomenon or idea, it is much easier to feel similar emotions. And marketers willingly use this principle. They create a hype around the product, supposedly every second one is crazy about it. And whose noisiness is louder and advertising is memorable, they manage to “master” the subconscious of more customers. And those unknowingly reach for this option among many similar ones.
It is also called the pleasure hormone. Dopamine is actively produced when we make pleasant purchases. That is, the statement that shopping brings happiness is not so unreasonable. And even though a splash of dopamine does not last long, it is enough for a person to buy unnecessary.
This is due to the instinct of self-preservation. At the same time, things that can raise the social status (expensive, luxury brands, luxury goods, etc.), seem more attractive. When a person looks at high-end goods, the brain zone is activated, which is responsible for identifying themselves as a member of society. It is the subconscious desire to belong to society, as well as to attract the opposite sex that often pushes to buy expensive things.
Successful advertising is the one on which the consciousness of the consumer is not sharpened. But the one that “beats” him directly into the subconscious part of the brain. The associations cope with this perfectly. Agree, if you see a big yellow letter “M”, you will think about McDonald’s at once involuntarily. All major brands have their own recognizable color palette, logos and symbols. It is not necessary to mention a company out loud, you can just show a person a picture or even a combination of colors. And his brain will finish everything else by itself.
When advertisers operate with such feelings, it is called sensory branding. If possible, each product should have a pleasant sound and aroma. We more often give preference to furniture salons, where it smells of wood, fashion boutiques, fragrant perfumes. And also products, the packaging of which starts to emit a delicious smell immediately after opening.
Sound accompaniment also plays a big role. It operates by analogy with associations. If you accidentally hear the advertising slogan of your favorite brand, you will immediately remember its taste or smell. You may even want to buy a couple of packages. And in combination with the fragrance and hanging visual range, it works even more effectively. Advertising, where all three parameters are successfully combined, will be much more successful.
Somatic markers often help to make a choice in favor of a certain product. They are understood as all the information that a person receives throughout life. Experience, knowledge, memories, experiences – all this forms an internal dialogue that flies through your head when you stand in front of the stand in the store, choosing products. If any of them will remind you of good events, positive experiences or just associated with something pleasant, you will choose it. For example, the name of one mineral water reminds you about your favorite summer camp from childhood. And you saw another commercial on the day when everything was falling out of hand. Surely you will take the first one. Therefore, one of the objectives of advertising is to introduce positive markers into the subconscious of the target audience.
All sorts of omens, superstitions and everyday habits also determine our choice in many ways. Habitual rituals are important for many, because they help to feel more control over their lives. And marketers do not forget to use it. Knowing the characteristics and traditions of a certain stratum of population, age group or nationality, it is easier to simply sell them the goods. It is enough to think over the advertising that will use these triggers to increase sales.
It also helps to avoid the risk that the product advertising campaign will cause negative associations among people. For example, in Asia, a four is considered an unlucky number. Therefore, marketers try to avoid any reference to the number “4” in advertising. At the same time, they actively use signs that promise good luck, wealth, happiness and longevity.
Usually it seems that we make the choice ourselves. But in the vast majority of cases, one or more of the above factors are behind it. And this is by no means a complete list of tricks and tricks that are used by advertisers to increase sales. Even if you can easily resist some of them to avoid the influence of all marketing techniques, you need to make great efforts. But if you know how such mechanisms work, it will be much easier to do. Write in your comments, which of these techniques do you think you are most exposed to?