Psychologists have gotten their degrees based on their study of why we buy. The art of marketing is a highly prized skill. Knowing how to get people to buy is needed by all companies. So, what are the basics? One obvious motivator is pleasure, though the triggers for pleasing emotions are not so easily discovered. A recent study proved some smokers who see the Surgeon General's warning on cigarettes were actually excited about by it. If a warning of death excites a smoker, then is the campaign a success or failure? Alternatively, this research can help us discover psychological motivators that we never knew existed. Is there something about your company that can trigger a pleasurable response? When it comes to purchasing, logic only goes so far -- often, preconceived notions, uncontrollable urges and emotion seep in and actually make the decisions for us. The quest to identify those motivations has long been a goal of brand science, but can anyone actually predict human behavior as it pertains to buying? Discovery time, boys and girls. Think in terms of brain impulses, not logic ... What is it about your company that pleases your customers, psychologically? Do you know? Should you start spending money to find out? The answer to all of these questions should be yes. What have you discovered about your company in this area?
Psychology and profit
March 16, 2009
About Jerry Brisinger
I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.
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