What are the ways to improve users' willingness to buy products?

Using five behavioral habits of consumer psychology to influence consumers' purchase intention

The five main consumer psychological behaviors are: consumer psychological account, sunk cost, loss avoidance, proportional deviation and price target.

1. Consumer psychological account

When we plan the expenditure at home, we will plan the expenditure for different purposes, which is called psychological account. What we need is to find a way to transfer the accounts that customers are unwilling to spend to the psychological accounts that they are willing to spend. Which "psychological accounts" are the richest?

1. Accidental account: Everyone will put the hard-earned money, the money won by luck and the money obtained by accident into different psychological accounts. For example, it is estimated that your hard-earned money will not be squandered casually; If you win money at mahjong, you may be generous.

2. Emotional maintenance account: You want to buy yourself a sweater of 1500, and you have been reluctant to buy it. As a result, your husband gave it to you, and you were very happy. You know this money is very rich. You also bought your wife an IPhone that you didn't want to buy, and she was very happy. Just like buying it for yourself, it costs the same money, but it doesn't seem so painful. This is what we often say: talking about feelings hurts money.

3. Charity account: a bottle of water is sold in 2 yuan, and few people buy it; But half a bottle of water is for 10 yuan, and there is a slogan on the package: the other half is donated to African refugees, and citizens are scrambling to buy it.

4. Vanity account: Most books are sold in 49 yuan, and most people will think twice; Change the cover and add a title: 50 questions to enhance your cognition, intellectuals must buy.

2. Sunk cost

I have invested a lot of money, time and so on in one thing, but I have never been rewarded; This input cost is called sunk cost.

Case: it makes customers get cheap, and the inflated price makes customers feel overvalued: for example, it is more expensive for sushi restaurants to sell salmon alone; If your buffet costs more than 100 yuan, you can eat it in 400 yuan. Is it a good deal for customers?

3. Proportional deviation

20 yuan is 50% cheaper than 10 yuan. 300 yuan's money is cheaper than 30 yuan's, which is 10%. After investigation, it is found that most of them choose 50%, but in fact 10% offers a lot, which is a proportional deviation.

Case: TV shopping program is a typical example, "Don't 9980, don't 8880, just 998, just 998", which instantly feels like a bargain. I believe most people are shocked, not to mention the elderly, so many elderly people have bought products in TV shopping in real life.

Case: At present, almost every supermarket has activities such as buying a pack of paper towels 1000 plus 0 yuan, buying a bag of laundry detergent 5 yuan, buying a cigarette machine 50 plus an induction cooker 300 yuan, buying a wedding photo 10000 plus 1 yuan and giving the baby a full moon photo worth 5,000 yuan. -Give consumers a sense of cost performance through exchange purchase.

Step 4 avoid losses

I found 100 yuan on the road, very happy; When I got home, I found that 100 yuan's recharge card had been dropped. It stands to reason that I have no loss and my mood should return to the state before I found it, but this is not the case. I've been thinking about this all day and I've been in an unhappy state. This kind of psychology is called avoiding loss.

Commonly used by merchants: "don't miss it when passing by", "limited time sale", "last two sets left" and "global limited edition"

If you don't buy it, you think you will lose money! ! !

5. Price target point

When you want to be a red leaf, you need a green leaf lining. Girls go on blind dates and bring an ugly girlfriend, and the success rate will be higher. This is the price aiming point.

Case: Shenzhen Huaqiang North sells the charging bag 1000 mA in 69 yuan and 2000 mA in 79 yuan; In fact, the cost difference is not more than a few dollars, just to highlight the value of 79 Ma Yuan, which is the price anchor point that can enhance customers' wishes.

After using these five routines, do you still think customers can buy them?