One of the greatest challenges for marketers is the study of the complicated human being, says copywriter Christopher Merlotti.
Whilst marketers spend so much time, effort and resources into investigating customer behaviour through scientific studies, trials and extensive market research, we continue to find that the human consumer is not as simple as most text books and ‘gurus’ lead us to believe.
The real truth behind this is that, as humans, we are quite irrational and instinctive when it comes to decision making and consumer behaviour, taking significant influences from countless sources of stimuli, most of which we aren’t even aware of.
I have attempted to summarise a few basic outlines of consumer behaviour and psychology, below, to assist marketers appreciate the complexity of their target consumer. A wider understanding of what’s going on in each consumer’s “black box” will help sharpen communication campaigns and marketing strategies, as patterns of behaviour can be more understood and therefore better catered to.
1. Real Decisions Are Emotion Based
Consumers base most, if not all of their instinctual decisions on their emotional states, and far less of logical checklists (if at all). This is why branding and positioning can be so effective: if you can appeal to a consumer’s emotional needs, it becomes highly attractive to them.
2. Consumers Will Substantiate Their Emotional Decision Using Facts
After a consumer receives a favourable emotional bond with a product, and thus desires it, the logical side finally kicks in. A consumer will automatically grow wary of this emotional ‘pull’ and cannot validate a purchase simply based on this feeling, so they will search for solid facts that will help them justify their need or want.
This is why marketers must provide easily accessible factual information to consumers after hitting the emotional button.
3. Consumers Crave Value
Not to be confused exclusively with a monetary figure, value is relative to the subject, and basically represents the consumer’s perceived benefit, minus all costs involved. This incorporates time, inconvenience, money, cost of substitutes and so forth.
A successful product is one where the consumer is shown enough information for them to evaluate that the benefits of their purchase is at least equal, if not far outweighed by the costs of consumption.
4. Humans Are Humanistic
Basically, human thought processes are strongest when relating to social interaction with other people. Therefore, marketing messages that are relatable to the target audience by, for example using names, real situations or quotes, will be more effective in meaning.
5. Ultimate Free Will
Whilst marketing campaigns can be extremely effective and compelling, it is important to appreciate that consumers can never be forced to behave in a specific way: sometimes, even when all the boxes are ticked, a consumer may still behave expectantly. Therefore, the most basic of marketing principles holds true here: make your product offering as appealing and valuable to your target audience as possible.
6. People Enjoy Purchasing
Consumers enjoy discovering new products and technologies, and get a thrill from curiosity and ownership. This is because they look for products that appeal to them on an emotional level, and therefore, a level of satisfaction is achieved when a purchase is made (i.e.: the term retail therapy!).
A successful product should add to this feeling of ecstasy, and not sour the experience through inconvenience or creating buyer’s remorse.
7. People Are Sceptical
Years of consumerism has engrained a natural suspicion in the average person these days- and rightly so. Therefore, marketing efforts need to focus more on assisting and providing the right information, rather than persuading and pushing people into a purchase. A good marketing campaign aims to reassure the target market, not repulse or fear them.
8. Insatiable Emotional Desires
Humans constantly manifest emotional needs when they are always naturally dissatisfied with their current state. Related to a few of the earlier points, products that get in touch with their emotional target audience and appeal to these cravings will attract their attention.
9. Consumers Love Convenience
In today’s electronic age where everything is available online and extremely fast, consumers will gravitate to the easiest method of acquisition- it ties in with the value proposition and how much energy it takes to obtain the good, versus the benefit. So, if a product is convenient, consumers view the cost as lower and therefore the value as higher.
The other side to this is, if it is an exclusive product available in limited locations, then the appeal of exclusivity and individuality must outweigh the need for convenience for the target audience.
10. Tangible Sampling
People appreciate samples and a chance to examine the product, risk free, before purchasing.
Samples and free trials are a way to create a positive, risk-free experience for the consumer and encourage their positive purchasing behaviour.
11. Peer Pressures
Peer pressure and ‘group think’ effects are prominent with people within a society; especially one that is so connected with social media. Humans take into account a lot of external judgement when making purchasing decisions.
Additionally, as mentioned above, a lot of our decisions can reflect how we think others will perceive us. This is why testimonials and messaging that focus on crowd impressions are effective.