Has it ever happened to you that you go to the mall thinking you'll buy only one thing that you need? But when you exit, you've purchased a lot of things.
If I telll Psychological Tricks Brands Use to Manipulate Usl you that you are not doing this on your own and the brands are intentionally making you do it, then what will you say?
1. FOMO
The word from the millennial's dictionary, FOMO, is a very useful emotion for marketers. Basically, we can't bear to see others happy. We always want to be a part of the events in which others are enjoying. We are hard-wired to take others opinions on things. When someone validates these things then the chances of us buying that product increase a lot.
For example, Apple products. In today's world, not having an iPhone is a Fear Of Missing Out for everyone. People have validated it so much that others will definitely buy it even though it's very costly.
2. The Decoy Effect
The decoy effect is an effect that all the big companies, like Apple, McDonald's, Starbucks use to make you buy more.
For Example, You're watching a movie in a theatre and there's a small box of popcorn that costs Rs.150 and there's a large box that costs Rs.250 But in that theatre if I introduce a medium popcorn box where the price of the small box is Rs.150, the price of the medium box is Rs.200 and the price of the large box is Rs.250
then which one will you buy?
Well, the chances of people buying the medium popcorn box will increase. Why?
Because... think for yourself.
If you spend Rs.250 on buying the large box then it sounds a bit costly. If you buy the small box for Rs.150 then you'll feel that maybe the quantity is less. But, if you buy the medium for Rs.200 then you'll feel that the quantity will be enough and it also won't be too expensive.
So, in this way, the popcorn brand forced you not to buy the small box, and to buy the medium box by paying an extra Rs.50.
3. The Scarcity Effect
If anything is in scarcity, then we wish to buy it more. We get a different power, that nobody has it, but I have it. And guys, this is the feeling that luxury brands use to increase their sales. Very few people have a Bentley, so its value and desire increase by a lot.
An experiment was also conducted on this topic, two cookie jars were kept in front of everyone. One cookie jar was filled and the other one was half empty. It was observed that maximum people preferred the jar that was half empty thinking that maybe it'll be tastier as the quantity is less. Many marketers and brands use this phenomenon.
You must've seen many boards where the shopkeepers write, "Due to Popular, few pieces left." You see this ad and think that this is in popular demand, meaning all the people are buying it so maybe it is good, then why shouldn't I buy it? And thinking this, you finally buy it.
4. The Mere Exposure Theory
This theory says that whenever a person becomes familiar with something then they're more likely to prefer that over something that they haven't seen.
Has it ever happened that you're randomly listening to a song, and it seems a bit catchy to you? Then you get to know that you're present somewhere else and mumbling that song. In the same way, advertisers show you that same ad repeatedly so that you can get familiar with that product.
You must've seen ads of many brands that are very creative. Their jingles and taglines are so catchy that you can't forget even if you want to.
Example:
So that next time when you go to a store, the chances increase that you'll subconsciously choose Vicco or Nirma over any other brand. And that is why brands spend a lot of money to show their logo at the right place.
For example; During IPL, the jersey that your favourite player wears so that you can become familiar with that particular brand. This effect becomes easier with digital marketing On the internet if you've searched a particular product anywhere, then advertisers will show you that product everywhere. Instagram, Facebook, basically everywhere, until you don't buy that product.
5. The Framing Effect
Let's take an example of a lottery ticket. If a shop owner tells you that the probability of winning the lottery is 1 in lakhs then will you buy it? Well, you are the judge.
But if he tells you that by winning this lottery ticket you can become a millionaire, then maybe you'll buy it.
They didn't mention the possibility that you are one in lakhs out of all the people who bought the ticket... In both cases, outcomes, products and circumstances are the same. But marketers frame it in such a positive way that the chances of sales conversion increase because the audience's trust also increases.
Next time when you go shopping, remember this blog-post of Zeven and do think
that if you are deciding to buy something, then is it your own decision or the Brand's decision? If you want to escape from this thing, then it's difficult but not impossible. I hope that after reading this post you won't be tricked by a marketer and will take your decisions on your own.
Sources: Thinking Fast and Slow by Daniel Kahneman
How to Master the Art of Selling by Tom Hopkins