The five psychological effects of marketing, in order to enter the hearts of customers, we must first understand the hearts of customers.

For most marketers,

Learn, understand and make use of human weaknesses,

Is a very important lesson:

Arrogance, voyeurism, greed, lust, vanity, laziness and so on.

Animals may see feathers of a certain color,

Or hear some kind of crying,

It became aggressive.

So do humans,

When a certain trigger feature appears,

We will react accordingly without thinking.

This is the user psychology,

If marketers can master the way users think and behave,

Then, they can better influence their purchasing decisions.

First, the reference effect of acquaintances' opinions

In the book "Brand Brainwashing", the author once did a large-scale experiment, in which five group actors disguised as residents of a high-end residential area conducted word-of-mouth marketing on their neighbors in their daily lives. As a result, most users in the community have changed their consumption habits because of the recommendation of their neighbors.

This effect becomes particularly important in the era of social marketing. Including Nielsen, Accenture and other research and consulting institutions, when doing research on factors affecting consumers' shopping decisions, the second and third factors may be different, but the first one must be recommended by acquaintances such as relatives and friends.

In fact, the opinion reference effect is what people usually call word-of-mouth marketing. If we can grasp the acquaintance relationship, we only need less marketing investment, which can bring multiple marketing effects.

The study found that when users see some Facebook posts showing that Facebook friends are using a product, their chances of buying this product will increase. It will be more convincing if the product user sends a text message to a friend privately to recommend the use of the product.

Second, lazy psychology.

This is an era where there is no laziest, only lazier! There is a joke circulating on the internet: after 80, I began to be lazy; After 90, very lazy; After 00,? Lazy? Take it for granted

Laziness is one of the greatest weaknesses in human nature. From the marketing perspective, products and services must be simple and easy to understand, so as to avoid users making too many choices and confusing customers. The more choices we have, the more anxious we feel.

For example, when there are more than a certain number of menu options, guests will be at a loss and feel confused. Now in KFC or McDonald's, it is not difficult to find that many customers order for a long time, because more products are provided, which invisibly increases the choice cost of consumers and directly affects the peak output of restaurants.

Another example is e-commerce, the rapid popularization of e-commerce. The important factors are that the experience becomes simple, the purchase becomes simple, the payment becomes simple, and the return becomes simple. This is why there is cash on delivery, clothes can be tried on, and if they don't fit, they can be returned directly for free.

Third, the anchoring effect.

Anchoring effect, also known as anchor sinking effect, is a psychological term. It means that when people judge someone or something, they are easily dominated by the first impression or information, just like an anchor that sinks to the bottom of the sea, fixing people's thoughts somewhere.

This effect is obvious in economics, which roughly means that if you meet a commodity in your life, the price that leaves an impression at first sight will have a long-term impact on the bidding willingness of this commodity. What's the price? Anchor? .

Then you will understand why the salesman who sells cars and houses always takes the trouble to tell you a lot of irrelevant figures. These figures are just for customers to remember? Anchored? Price, and use this price to offset the currency quotation.

There is also a typical case: the number of customers in two small shops selling porridge is almost the same as the service quality of the porridge shop every day, but at the time of settlement, the sales of one porridge shop is always higher than that of the other. Find out after all, the waiter in the porridge shop with good benefits will always ask after serving porridge to the guests. Add one or two eggs. The waiter in another porridge shop always asks:? Do you want eggs or not? The guest who received the first question considered how many eggs to add, and the guest who received the second question considered whether to add eggs or not.

Fourth, the principle of reciprocity.

In the book Influence, Robert? b？ Theodini introduced you? Reciprocity? Concept, for some behaviors of others, we should repay it with similar behaviors.

Theodini wrote in the book that when the waiter handed the bill to the customer, he didn't give mints, and the customer would subjectively tip according to the service level. If the waiter gives a mint, the tip will increase by 3.3%; If you give two, the first tip will increase by about 20%.

This is actually the so-called? Eating people is soft-spoken, and taking people is short? . Marketing field? Reciprocity principle? , that is, crossing? Mandatory? Or? Temptation? Give the target audience some benefits, make them feel guilty, and then make up for the consumption behavior.

For example, the popular tasting mode can not only let you know in advance whether the food meets your taste, but also secretly use the hearts of consumers? Reciprocity principle? .

Loss effect of verb (verb's abbreviation)

Theodini put forward a principle: the less opportunities, content or products, the greater their value.

The idea that something may be lost plays an important role in people's decision-making process. It can even be said that the fear of losing something is more inspiring than the idea of wanting something.

To give a very simple example, a wealth management product has two sets of alternative publicity copy: a, high-yield wealth management products, limited share, you deserve it! ; B, you are about to lose the only chance to get high returns this year!

Obviously, the B-copy that uses the loss effect can catch the eye of the target group better.

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