Desire to Buy – Is it Emotion or a Rational Decision?

Written by Suresh Kalyanasundaram

15/02/2020

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Desire to Buy - Is it Emotion or a Rational Decision

Managing the emotions of potential buyers is the basis of marketing

Most people shop almost daily. Despite the fact that many are confident that when buying a particular thing or service, they follow the logic, but in fact, the desire to buy is an emotion. It is well known that people making a purchase convince themselves that they used logic.

Impact on the Buyer

But any skid is well thought out actions. Pay attention to how they operate in large retail chains and supermarkets, which have a self-service system. Formally, a person himself decides what to buy for him, without contacting the seller. But this only seems so, because everything was aimed at a potential buyer to have a desire to buy (strong emotion ): careful interior design, bright or vice versa, dim light, pleasant aromas.

But where sellers and consultants work with visitors, they follow all rules of modern marketing, the first which is the psychological connection to the buyer and the direction of his thoughts in the direction necessary for selling organization. To do this, use phrases built to configure emotional contact with the client.

Contrast Pricing

The effective impact on customers is well-known and constantly used price contrast. It is hard to believe that the distribution network will rely on altruism, but rather the opposite – the desire to sell a product that the store seeks to implement for one reason or another. In such a situation, merchandisers on the shelves place several products of the same type. At the same time, the price set for the goods promoted by the distribution network is set optimal for this category.

And on the adjacent shelves, it is either too high, which most buyers obviously do not like, or too low, which can also scare rational customers. Most people are sure that a product with a low price is of poor quality, especially if other products with similar characteristics are more expensive or about the same.

This is a well-designed move that affects the emotions of customers. And what remains for the “rational” buyer is only to purchase the product promoted by the store. This is used by marketers, forming the demand of people who find it difficult to part with money. But the discount system makes them enjoy shopping. They managed to make a very profitable deal, although the price may be completely unreasonable.

The illusion of Demand and Stocks

Which of the visitors to the store did not have a strong enough desire to buy – an emotion caused by the inscriptions:

  • “Stock!”;
  • “The quantity of goods is limited”;
  • “Only 3 days of unrealistic discounts.”

All this affects people simply magically. We have to make a decision here and now, otherwise, I will lose the profit! And even if a person did not plan to purchase this product at all or was going to do it after a sufficiently long period of time, having learned about the action, especially the valid limited time, the customer makes a purchase. Fear of loss forms a cognitive dissonance and makes a person open his wallet.

Obviously, only a small percentage of buyers are constantly engaged in monitoring prices in stores, and the vast majority are not aware that literally a few days before the start of the action for goods participating in it, the price could be increased. It is hard to believe that someone will start trading at a loss. There must be good reasons.

The emotion “desire to definitely buy” arises against the backdrop of artificially created excitement. A distribution network in which there are enough goods is artificially creating a shortage, which leads to irrational demand and an increase in the number of customers who definitely need this particular product. This method is effective in anticipation of the rise in price. And people willingly “invest” in themselves by acquiring surpluses.

Call of Duty

The main task of any trading company, large and small, selling clothes or souvenirs, products or cosmetics, household goods or jewellery – the sale of goods. And in the struggle for the buyer, experienced marketers suggest using different methods, including such a fail-safe psychological technique as a courtesy, and respectful attitude of the staff to potential buyers.

Emphasized courtesy and concern, willingness to fulfil a request, search for a suitable product, unobtrusive advice and approval of a choice often lead to the fact that the buyer seems embarrassed not to purchase anything in such a store, sometimes he even feels shame, and the number of spontaneous purchases as a sign of the seller attention is not so little.

Slogans are No More Just a Phrase

The slogans of world-famous brands are not just a set of words, it is a well-thought-out, carefully selected tool by prominent marketing experts that contributes to the commercial success of the company. The goal of the slogan is to summarize the advantages of the sales offer, to promote brand awareness and influence sales growth. It does not act on logic but on feelings and emotions. Inner pride from the accepted choice justifies the desire to buy a particular brand.

It is the deep emotional perception of people that responds to the slogan of the most successful companies. This is especially true for manufacturers of expensive cars, luxury furniture, jewellery, and other luxury goods. Usually, a person does not make such purchases often, and emotions such as pride and superiority are especially pronounced when a prestigious class car or watch of a famous brand is purchased.

 

 

 

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