Consumer psychological analysis

consumer psychology is divided into the following ten categories: fear psychology, conformity psychology, authority psychology, taking advantage of others, greed psychology, comparison psychology, scarcity psychology, anchor sinking effect, persuasion psychology, loss psychology, reciprocity psychology, goal approaching psychology, intermediate psychology and realistic psychology.

1. Fear

People have fears of poverty, obesity, disease, loss of love, old age, death and danger. When faced with these fears, we will seek solutions to them. Major businesses also realize the marketing of goods by igniting or amplifying your fears.

The smog in Beijing is very heavy, and some mask vendors peddle fear: before the smog, there were 1, cases of lung cancer in Beijing, and after the smog, it increased by 5% every year. XXX masks, through 1 layers of filtration, purify the smog and do not enter the human body, which is safer and healthier.

The merchants misinterpreted the harm of radiation from electronic products and household appliances to pregnant women and fetuses, and the "radiation protection clothes for pregnant women" sold out. Searching for maternity radiation protection clothes on Taobao, looking at product sales, and looking at product details, are all telling the dangers of radiation and amplifying your fear of radiation.

so, how should businesses use fear to market?

It is divided into two steps:

First, find the fear points of users. What are users afraid of? In education, parents are afraid that their children will fall behind others; In terms of women, women are afraid that they will become obese and that they will not be young as time goes by; On the male side, I am afraid that my sexual ability is not good. These are the most direct fears. Enterprises should look for the fear of these consumers.

second, give the most direct solution. "Radiation protection clothing for pregnant women" directly tells consumers that we can radiate radiation for pregnant women, which is simple, direct and rude. For example, the flagship store on Tmall, the slogan is "radiation protection, wear clothes".

2. Herd psychology

Herd psychology is also called herd effect, which is often used in economics to describe the herd mentality of economic individuals. Sheep are a very messy organization, and they usually rush blindly together, but once a sheep moves, other sheep will rush headlong into it without thinking, regardless of the possibility of wolves ahead or better grass not far away. Therefore, the "herd effect" means that everyone has a herd mentality, which can easily lead to blind obedience, and blind obedience often leads to fraud or failure.

in many purchasing decisions, consumers tend to follow the crowd. For example, when shopping, I like to go to crowded shops; When choosing brands, they prefer those brands with high market share; When choosing tourist spots, we prefer hot cities and hot routes.

For example, Jingqi flagship store of Tmall's "Radiation Protection Clothing for Pregnant Women" has a very good ranking on Taobao for its large sales volume. Through large sales volume and favorable comments, everyone who enters the store has a very high conversion.

When Xicha was first introduced into the market, many part-time workers were found to queue up for purchase. Many consumers saw that there were many people waiting in line, and then they went to consumers. This also takes advantage of the herd mentality of consumers.

3. Authoritative psychology

In terms of consumption patterns, consumers' psychology of advocating authority is mostly manifested in the fact that the emotional component of decision-making far exceeds the rational component. This respect for authority often leads to consumers' unreasonable choice of products consumed by authority, and then personalizes the consumers, thus achieving the best-selling products. Common ones are celebrity endorsements, online celebrity live broadcasts, community leaders, KOL, etc.

The common authoritative psychological utilization in our life is the Health column. Many middle-aged and elderly people are very willing to buy these products by hiring well-known domestic health experts to explain health knowledge and recommend health products.

Like Jingqi flagship store, he used your authoritative psychology in this way:

In p>211, AC Nielsen, the world's leading market research institution, named Jingqi as the top ten brands of radiation-proof maternity clothes.

In p>212, Jingqi Radiation Protection Clothing ranked first in JD.COM Mall Dangdang and No.1 Store and other major e-commerce platforms.

in p>214, Baidu searched the list of the most popular radiation protection clothing brands.

in p>214, radiation protection clothing ranked first in the "Top Ten Brands in the World".

The display of these data is to tell consumers that I am the authority of radiation-proof maternity clothes, and I am the best brand in the industry. Consumers will buy based on authority psychology.

4. psychology of taking advantage

people who love petty gains have a strong desire for possession psychologically, and this desire for possession will produce corresponding satisfaction every time they get petty gains. In our human nature, there is more or less the psychology of taking advantage.

merchants from all walks of life have also taken advantage of consumers' psychology to do a lot of corresponding activities, such as giving away gifts, free experience, discounts, clearance, big price reduction, 5% discount, and egg delivery in pharmacies.

in the e-commerce industry, some of the following routines are commonly used:

store discount or commodity discount, setting coupons, and how much is free of charge, etc.

large-scale activities such as 11th and 12th, store anniversary activities

full reduction of official shopping vouchers, and full payment of XXX to XXX

...

These related marketing routines are all designed to make you feel cheap and take advantage. E-commerce needs to reserve more than 4% of the price space for promotion, which is also to satisfy the customer's psychology. In fact, it's all about telling you that it's on sale now, and it's gone if you miss it.

5. greed psychology

greed in the stock market. In the stock market, everyone knows to buy low and sell high, but many people won't stop when they earn 1% or 2%, and the stock market is stuck when it falls. Not only did 1% of the money earned go in, but even his own principal was only 5%.

greed in life. Slot machines, gambling, giving away for free, one person losing money and one person picking up the money to cheat you, and 1 yuan winning prizes all take advantage of human greed. In the end, you will find that you are trapped by step-by-step induction.

greed is human nature, and greed is the devil. These enterprises use consumers' greed to set up corresponding routines to cheat people's money. There is nothing to do.

As long as you have spent money, you must have fallen into the trap in the discount and free trial activities of various merchants. Although everyone knows that there will be no pie in the sky, under the signs like "clearance, big sale, 5% off", it is inevitable that there will be something that you may need, and you can't help but be excited and excited, and quickly convince yourself to make extra, excessive or advanced consumption that you didn't need.

The psychology of taking advantage is somewhat similar to that of greed, but greed is an upgraded version of the psychology of taking advantage. Once people fall into greed, they may suffer big losses. Buying lottery tickets, stock trading, playing finance, lottery, gambling, slot machines, etc., are all greedy psychology.

Recently, Lei Jun made a forwarding lottery on Weibo, which used people's greed to some extent.

6. Comparison psychology

Comparison psychology is also called face psychology and jealousy psychology. The demonstration effect of high consumption of "big money" characters and the influence of consumers' own "face consumption" psychology, consumers' consumption behaviors are mutually activated, leading to mutual comparison. This kind of psychology can easily lead to strange phenomena such as chasing consumption hotspots, debt ahead of consumption and even snapping up.