Eleven Areas Of Consumer Behaviour Every Brand Needs To Know
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.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.