Consumer Psychology (Five Principles of Consumer Psychology)
Have you ever encountered this situation in your life?
Buy clothes and coats at the mall. The salesman tells you that if you add a pair of trousers, you can get a 20% discount on two. After trying on the pants, I will tell you that you can buy shoes worth 200 yuan by adding 50 yuan.
You ended up buying them all. And I think it is very cost-effective, and I feel happy physically and mentally~
In the live broadcast room, the anchor often said “keep money for yourself”, “free shipping in seconds”, “sell 599 offline, not 499 in the live broadcast room, not 399 , as long as 199!” “In the last 3 minutes, Youyou Resource.com only has 50 yuan, babies hurry up and place an order!”…
Then, you add the shopping cart, confirm the order, pay, and the operation is as fierce as a tiger. With a long sigh, ah! Finally got it!
In fact, these life scenarios contain interesting consumer psychology concepts, such as proportional bias, loss aversion, price anchors, etc. Today we will share the five consumer psychology concepts mentioned in Liu Run’s “5-Minute Business School”, and talk about the application and thinking of these concepts in marketing copywriting.
People deposit money into different mental accounts. Examples include living expenses accounts, family building and personal development accounts, emotional maintenance accounts, enjoyment and leisure accounts, etc. Although these accounts are all under one big account, each sub-account exists independently.
So, chocolate, in which of your mental accounts?
When a merchant advertises, it is easier for consumers to buy chocolates worth a few hundred dollars in an emotional maintenance account than in a daily necessities account.
Ferrillo Mid-Autumn Festival *** Edition Gift Box. Put the Ferrero chocolate on the moon lamp stand to light up the “moonlight”. But it’s not just a lamp, it’s also a Bluetooth speaker that can play music anytime, anywhere.
How to use the principle of “mental arithmetic” to influence consumers’ decision-making?
That is to change the customer’s stereotyped impression of the product, and let him transfer his cognition of the product from the mental account that is unwilling to spend money to the mental account that is willing to pay for it. In fact, many times, the customer is not stingy, but your product is not in his mental account that he is willing to pay.
When people decide whether to do something, they not only look at whether it will be good for them in the future, but also pay attention to whether they have been here in the past Invested in something. This is a very interesting and stubborn irrational psychology called sunk cost.
Just like the scenes of buying clothes and live broadcasting mentioned at the beginning of the article, in the business world, the success rate of business transactions has been significantly improved by using the psychology of sunk costs.
Double Eleven deposit + final payment mode, even if it is only a deposit of 50 yuan,Enough to lead you to start the “buy, buy, buy” mode.
This is the case in business, and it is the same in life.
Two people get married, hold a grand wedding, invest a lot of time, energy, money, etc. If you feel awkward after marriage and want to break up, you will probably feel that it is too troublesome to hold another wedding, so you will not break up.
In fact, there is no difference between sunk costs and bad costs. If we can really overcome the psychological bias brought about by sunk costs, we can make more rational judgments whether in work or in life.
In many occasions, the change of the value itself should be considered, but people are more inclined to consider the change of the ratio or magnification, that is to say, people’s perception of the ratio is more important than the value itself sensitive.
How can merchants use proportional deviation to increase sales?
One is to use the method of redemption to let consumers pay attention to small commodities with a large price change ratio psychologically, creating a very cost-effective feeling.
“Selling pots starts at 1,000 yuan, and free spoons start at 50 yuan.” Consumers feel that the discount rate is 5%, and they feel that the merchants are particularly dishonest.
“Sell 1,000 yuan pots, and add 50 yuan worth of spoons from 1 yuan.” Consumers will have a sense of magnification when buying products starting at 1 yuan and 50 yuan, and they will feel that it is particularly cost-effective.
In many cases, people are more sensitive to the perception of proportion. Finding a price base with a small price base and a large discount ratio will give consumers a great sense of value.
Secondly, during sales promotion, discounts on low-priced products can make consumers feel more favorable; high-priced products can make consumers feel more favorable through price reductions.
Third, selling a cheap configuration product together with a very expensive item is easier for consumers to feel a sense of value than selling this cheap item alone.
In fact, the happiness gained does not alleviate the pain of loss. Psychologists call this lower state of mind, greater sensitivity to loss, loss avoidance. Some scientists even found that the negative effect of this loss is 2.5 times the positive effect of the same income.
How to use loss avoidance psychology to optimize marketing strategy?
First, replace the discount with a replacement (trade-in) method.
Consumers love a sofa, but already have one at home. It would be too wasteful to throw away. If the old sofa is 800 yuan to use the “trade-in” service, it will be more attractive than directly reducing the price by 800 yuan.
Second, replace the expression frame of loss with the expression frame of “gaining friends and excellent resources”.
“Furniture 2000 yuan, plus 20 yuan shipping”. Customers think that such expensive furniture still needs shipping?
“Furniture 2020, 20 yuan is cheaper if you buy it yourself.” The customer thinks that moving can save 20 yuan, which is quite a deal.
Third, boldly launch an unreasonable return service.
“What should I do if it’s not suitable?”Worry, increase sales.
Price positioning point
When consumers are uncertain about the price, they will use two very important principles to judge whether the price of this product is appropriate.
One, avoid going to extremes.
When there are three or more options, many people do not choose the lower or higher configuration version, but prefer the middle version.
Second, weigh the comparison.
When a consumer cannot judge the price, he will choose some products that he thinks are similar to each other for comparison, and use this as a measure.
In fact, consumers do not really pay for the cost of the product, they pay for the value of the product. The logic of the price anchor is to allow consumers to have a comparable price perception.
As the saying goes, elite soldiers are strong generals. Successful marketing cases have captured the psychology of consumers. “A good copywriter is a master of psychology”. Behind the marketing copy, there is often the support of consumer psychology.
Let’s take a look at some marketing copywriting cases~
Use the logic of price anchors to find reference objects, so that consumers have comparable value perception.
Luo Yonghao launched the “One Yuan” series of copywriting posters during the “Lao Luo English Training Class”.
Lollipops, steamed stuffed buns, garlic, Band-Aids… These reference materials More practical than tons of adjectives, data, theory, etc. Such as “super discount”, highlighting product value and prompting users to make decisions.
Not all flowers are suitable.
You can also give it to yourself.
“Only 9.9, buy yourself a piece of happiness”, in a word, easily transfer the product to the psychological account that customers are willing to pay for.
One application of avoiding loss is to build a better future, and the other is to emphasize loss.
Build a bright future and use it to create a great experience.
Wait for people, cars, and water to boil.
Three major things sharpen people’s patience.
Stainless Steel Kettle with Sound and Boiling Report
Don’t wait, don’t be afraid to forget.
Bring a pot of steaming water to a boil.
Warm hands and stomach~
Click the link to buy.
You can rest assured to do other things~
Ikea’s stainless steel kettle copy first describes the users often encounter in life Three bad experiences arrived. “Waiting for people, waiting for the car, and waiting for the water to boil are the ‘three big things’ that grind people’s patience.” Then, when users buy an IKEA stainless steel kettle, they can’t help but want to have “don’t wait, don’t be afraid to forget” feeling of freedom.
Keep telling you the consequences of not using it, you will lose a lot, typical fear marketing.
We must keep learning.
Otherwise, learners will
Learning is the same as sleeping and cannot be stopped!