9 Jan 2010

Reading Our Mind

Martin Lindstrom, an advertising and marketing consultant and the author of "Buyology: Truth and Lies About Why We Buy", sais:
"The problem is, online people are not aware of how stupid they can be"
There has been a lot of research in
the recent years dedicated to our decision making processes while shopping online. These studies are all contributing to a new approach to marketing: nuromarketing. The techniques used in neuromarketing are based on brain research, hence moving this discipline away from very creative to quite a scientific approach.

Did you know that a green background will make you become more aware of the product price, whereas blue background will make you think more about how comfortable the product is?

For example, an online discount retailer would use more green colors and a luxury furniture online shop is more likely to use blue to emphasise e.g. how comfortable designer sofa is...

Other studies have shown that text placed to the right of the item to be purchased can have more influence on the customer than text placed on the left side of a photo

And yet another study looked into how we make our decision between similar products at different prices. If you are offered two products at, let's say, £100 and £150 you are likely to buy the one for £100, but if a retailer adds a third product priced at £200 you are more likely to choose the one for £150!

The bad news is - you can't really resist these tricks as our decisions are based on our emptions rather than our reason.
The only way to withstand your emotional decision making is by making conscious decisions before you go online shopping (pretty much as it would work when you shop in your local shop):
  1. Decide what you want to buy and stick to it
  2. Decide how much you want to spend and ... stick to it
  3. Decide how long you want to spend online shopping and ... well, you've guessed it!

I wasn't aware about the influence of the third, most expensive product on my decision making! I have to admit I would have fallen into this trap ...


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