Post by account_disabled on Mar 7, 2024 1:04:40 GMT -5
Emotions influence consumer behavior, for example, we see how advertising is normally aimed at achieving emotional reactions in the buyer. Soft drink ads promise good times, while car ads promote aspirational envy. There are four basic psychological factors that influence the purchase decision and taking advantage of them facilitates the positioning of any brand. Z Motivation and needs. “Maslow's Pyramid” helps us better understand the customer. Maslow suggests five levels that define the needs of the individual: Physiological Needs: The elimination of hunger and thirst. Safety Needs: The elimination of danger, we seek health, employment, home... Along with the above, these are the things that assume the highest priority that consumers must comply with. Social Needs: Family, friendship, love… Ego Needs: Recognition, reputation, status... Self-Actualization Needs: Having achieved the four previous levels, we aspire to give meaning to our lives, to feel fulfilled, these are higher motivational impulses that we naturally strive to fulfill once our basic needs are satisfied, such as the impulse towards achievement and personal improvement.
Convincing consumers that a product or service will satisfy one or more of their needs, convincing them to buy it, is something we see a lot in advertising that has the purpose of linking a product with the fulfillment of those needs. The Paraguay Mobile Number List practical application of all this to the sales process is that any product can belong to several levels. Let's see it with an example , a consumer could buy a watch: As an instrument to measure time. As an aesthetic element. As an object that fits the image he wants to project of himself, his philosophy, his values. As a complement that indicates your social position, your status. Like a piece that sums up the success of your life. That is, from the basic use of a product, for which the consumer will not be willing to pay too much, we can move on to a beautiful product, to continue with a branded product whose values coincide with those of the consumer, moving up towards a luxury product. , until reaching the exclusive brand. The seller has to adapt his sales arguments to the buyer's motivations. A good example is Coca-Cola, whose message is not directed at quenching thirst but at the need to belong to a group, to be friends.
If you define what your customers' purchasing reasons are, you will be able to design effective strategies in your business relationships. Z Attention, distortion and retention. The human mind sees the world selectively and our perception of what surrounds us can be influenced by many factors. For a marketing message to be successful, it first needs to catch the audience's attention, surprising them, making them laugh, or in any other way that captures their attention. The next step is to ensure that the message is not distorted by your personal mindset and perspective. And finally, you have to make sure that the message lasts. Z Learning and conditioning. Another aspect to take into account when providing information for consumer decision-making is that their experience will condition their behavior. The consumer will learn to avoid an unsatisfactory experience that clearly conditions their behavior. In this situation, it is necessary to eliminate this conditioning by providing new information, as well as additional incentives to overcome this resistance. Z Beliefs and attitudes.
Convincing consumers that a product or service will satisfy one or more of their needs, convincing them to buy it, is something we see a lot in advertising that has the purpose of linking a product with the fulfillment of those needs. The Paraguay Mobile Number List practical application of all this to the sales process is that any product can belong to several levels. Let's see it with an example , a consumer could buy a watch: As an instrument to measure time. As an aesthetic element. As an object that fits the image he wants to project of himself, his philosophy, his values. As a complement that indicates your social position, your status. Like a piece that sums up the success of your life. That is, from the basic use of a product, for which the consumer will not be willing to pay too much, we can move on to a beautiful product, to continue with a branded product whose values coincide with those of the consumer, moving up towards a luxury product. , until reaching the exclusive brand. The seller has to adapt his sales arguments to the buyer's motivations. A good example is Coca-Cola, whose message is not directed at quenching thirst but at the need to belong to a group, to be friends.
If you define what your customers' purchasing reasons are, you will be able to design effective strategies in your business relationships. Z Attention, distortion and retention. The human mind sees the world selectively and our perception of what surrounds us can be influenced by many factors. For a marketing message to be successful, it first needs to catch the audience's attention, surprising them, making them laugh, or in any other way that captures their attention. The next step is to ensure that the message is not distorted by your personal mindset and perspective. And finally, you have to make sure that the message lasts. Z Learning and conditioning. Another aspect to take into account when providing information for consumer decision-making is that their experience will condition their behavior. The consumer will learn to avoid an unsatisfactory experience that clearly conditions their behavior. In this situation, it is necessary to eliminate this conditioning by providing new information, as well as additional incentives to overcome this resistance. Z Beliefs and attitudes.