Marketing and psychology go hand in hand. Let’s discover the basics of consumer behavior and what makes people think and act the way they do.
Most marketers are not psychologists. That said, a core part of being a marketer is understanding why people think and act like they do. What would entice a customer to click on your ad? Visit your website? Make the decision to buy your product – or not buy it? Knowing how the human brain operates will help you become a more effective marketer. As you discover the basics of consumer behavior, you can apply it to all of your campaigns for the best results.
Below are a few great reminders of how the brain works and why consumers behave the way they do.
The Human Brain is Impulsive
It’s not just 2-year-olds that are impulsive. Adults are, too. Research from various sources tells us that most people make impulse purchases, regardless of their demographic. This is why it’s worthwhile to entice customers with time-sensitive offers such as discounts, promotions, or free trials. CTAs like “buy now” or “subscribe here” prompt impulse decisions, too.
When creating marketing materials for your audience, think of how you can make your messages more compelling. Remember that your customers are wired to make abrupt decisions, so give them an offer they can’t resist.
Images are Processed Faster than Text
You know that the brain responds better to images than text. But, you might not know that 90% of the information that comes to the brain is visual, and 40% of all nerve fibers in the brain are linked to the retina. The research gets even more interesting. For example, using visual aids in a classroom increases learning by up to 400%.
Knowing how important visuals are, be sure to create marketing campaigns that are largely visual. The colors you select make a difference, too. There is such a thing as color psychology, which refers to the study of how colors make people feel. Also, be sure to include plenty of high quality product images on your eCommerce site; a visual can make or break the purchase.
Certain Colors and Words Indicate Trust
Trust is one of the most important elements in any relationship. People are more likely to buy from you and continue being a customer when they trust your products, your services, and your company as a whole. Being honest and transparent are the most genuine, natural ways to build trust. But, the human brain does respond to certain words and colors, too. By incorporating them in your marketing campaigns, you can instill trust early on.
Consider that the color blue is associated with a higher level of trust and security. This is why many banks and businesses choose the color blue, such as Chase, LinkedIn, Facebook, Dell, Visa and PayPal. Adding in the right words builds onto this layer of security. Some of the most effective include authentic, certified, loyal, official, and guaranteed. Try adding some of them into your next campaign!
Decisions are Based on Emotion
We like to think that our purchasing decisions are based on objective reasoning, but the reality is that they are not. In fact, neuroscience tells us that all decisions are based on emotional thinking and not rational thinking. This is important for marketers to recognize because it means that listing out the features and benefits of your products is not enough. You must find ways to connect with your audience on a deeper level.
For example, you might think that people buy clothes because they are a basic need. But, people buy certain clothes because of the way they make them feel, whether it’s tall, thin, sophisticated, or casual. A pet owner might select a certain food because it promises to make their dog younger and healthier. As humans, our decisions are influenced by our emotions and not logical thinking, which makes storytelling and visuals especially powerful.
Humans are interesting creatures. But, they might not be as much of an enigma as you previously thought. Consumer behavior is based largely on psychological factors. By keeping things like impulsivity, trust, and emotion in mind, you can build more effective campaigns that resonate with your audiences.