Marketing Strategy: 10 Covert Means Of Seductive Consumption In Stores

Nowadays, businesses are no longer simply designing the consumption experience, but carefully creating the atmosphere. They will decide what advertisements you want to see based on the results of the survey, what smells they smell in the shop, what sounds they hear, and even the actions that salesmen do not seem to touch your arm are all mysterious. This is not all high-end brain science. Here are some tricks that companies use to seduce you to buy more.

1. they will make you nostalgia. Don Dereiber, the protagonist of the mad man, painted a moving scene in designing Kodak (Kodak) marketing proposals. But the large amount of family members, pets and short-lived childhood that you see in advertisements are not just touching your heartstrings. New research shows that nostalgia will make people less concerned about money and willing to spend more on shopping.

2., they will arrange rude salesmen for you. A new study finds that in high-end stores like GUCCI (Gucci), customers are more likely to buy expensive products after the salesmen make rude behavior. This effect does not apply to hot brands, but only to luxury goods. It seems to be related to people who are more willing to be part of a group. Marx, an American actor, once said, "if a group does not want to accept you, you will want to join it."

3., they will use smaller packages to make you buy more. You may think that if you insist on buying and drinking mini bottle soda and beer, you will drink less. But the study found that buying a large number of mini packaging products will make your purchase amount actually more.

4., they will make you find nothing or feel confused. It is no coincidence that the display of goods in grocery stores often makes people unable to find anything. Marketing strategy expert Martin Lindstrom said that losing focus is more likely to impulsive consumption. Wendy Liu, a marketing professor at University of California at San Diego (UC San Diego), also pointed out in a study that being interrupted during shopping will make you less sensitive to price. This is because when you look at the merchandise again after distraction, you will have the illusion that you have considered it deeply.

5., they will. imitate Your movements, and let women touch you. Women, rather than men, touch men and women consumers to control their money. So if a saleswoman pats you on the shoulder, you may spend more money unconsciously. In addition, the study also found that if a salesperson (male or female) imitates your posture, you are more likely to buy something he or she sells.

6., they will give you a close look at the merchandise. A study by California Institute of Technology (Caltech) shows that compared to photos or text descriptions, the mugs and DVD in front of the customers will be willing to pay more than 40% of the money. The snacks in front of them will make customers spend 60% more. Another study found that the more time you spend watching and touching goods, the more likely you are to buy it.

7., they will make you big. Promotion Hallucinations. Whether you use a super shopping cart or a small basket, you will want to fill it up, so you have to consider carefully whether the discount is really cost-effective. Researcher Lindstrom found that the price tag on the soup cans plus the instructions of "8 customers per purchase" would make its sales soar, even though it did not even offer a real discount, because it gave people an illusion of promotion. So at the checkout counter, you should ask: "10 dollars and 10 pieces" mean only "1 dollars and 1 pieces"?

8. they will give you some free benefits. A paper published by Journal of Consumer Research points out that even if a piece of free chocolate is eaten, as long as the customer eats it, it will instantly add to expensive watches and fashionable elegance. shirt And apple notebooks and other foods that are not food luxury.

9., they will remove the US dollar symbol. If you think the menu on your favorite high-end restaurant is "28" instead of "28 dollars" in plain old font, it is only for the sake of simplicity and simplicity that you'd better think about it again. Cornell University (Cornell) research found that removing the dollar symbol and even the "dollar" menu would make people spend more than 8% of their money in restaurants.

10., they will create a store atmosphere carefully. The sound and smell in your shop will make you less concerned about your wallet. Researcher Lindstrom sprayed some apple pie fragrance in the household appliances store, so the sales of microwave oven and refrigerator increased by 23%. He also found that the German and French concerts in the hotel affected the sale of wine. Even without music, you may spend more money: research shows that people can buy fancy sports shoes with noise.