10 marketing psychological effect

Psychology is a science that studies human psychological phenomena and their psychological functions and behavioral activities under their influence, taking into account outstanding theories and applications. The following is the related content of marketing psychology 10 effect I compiled for you, which is for reference only and I hope it will help you.

10 marketing psychological effect

1, anchoring effect

Conrad Lorenz, a naturalist, found that the newly hatched young geese are deeply dependent on the creature they first saw (although generally speaking, that creature is their mother). But the turning point has come. Lorenz was accidentally seen by newly hatched goslings in an experiment, and they followed him until they grew up.

Therefore, Lorenz proved that young geese not only make decisions based on the first discovery at birth, but also stick to it once it is formed. Lorenz called this phenomenon "imprint". (To put it bluntly, it is the first impression)

This effect is obvious in economy. There is a word called "anchor" in behavioral economics, which roughly means that if you encounter a commodity in your life, the price that makes an impression at first sight (or the price when we first decide to buy a commodity at a certain price) will have a long-term impact on the willingness to bid for this commodity. This price is "anchor".

Black pearls are produced from a black-edged oyster. In the 1970s, even if the price was low, there was no market. After a legendary jeweler's "planning", it finally shines.

He put the black pearl in the shop window of Fifth Avenue in New York and marked it at an incredible price. At the same time, he advertised in some high-impact magazines with gorgeous printing. In the advertisement, black pearls sparkle against bricks, rubies and emeralds. He also wore a black pearl around the neck of a popular opera actress in new york and marched in Manhattan.

In this way, things that didn't know the value geometry suddenly became rare treasures. Smart businessmen "anchored" black pearls with the world's most precious gems from the beginning, and their prices have followed the gems since then.

2. Principle of reciprocity

In the book Influence, Dr. Robert B. Cialdini introduced the concept of "reciprocity". We should reciprocate some behaviors of others 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. And 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%.

There are many ways to apply the principle of reciprocity in marketing. You don't need to send anything expensive, just a small gift. Sweaters, e-books and even simple things like handwritten notes can build long-term mutually beneficial relationships. Don't consider the corresponding return before giving free goods to others.

The "Reject-Concession" strategy is a brilliant strategy, which is actually an extension of the principle of reciprocity: if the first request and the second request are properly put forward, then the other party will think that the second request is a concession made by you, and therefore feel obliged to make corresponding concessions.

For example, if you want to buy a house, the other party's bid is 1.5 million, and your psychological price is 1.2 million, then you can never pay 1.2 million. Basically, in the negotiation, the other party will preset a space. If your first bid is 654.38+0.2 million, then the other party will think that your bottom line is 654.38+0.3 million or more. At this time, if you bite 1.2 million, then the negotiation is likely to fall through. Therefore, the appropriate way is to quote 1 10,000 first, see the reaction of the other party, and then give in slowly.

However, Robert B. Cialdini also mentioned that when using the "refusal-concession" strategy, one thing should be noted, that is, your first request must be reasonable. Once the other party feels that your first request is not sincere, it will not play its due role. For example, in this case, you say you want 50 thousand to buy this house, and the other party may just leave ...

3, the principle of social identity

Most marketers are aware of this concept, and its importance is self-evident. Social identity means that people will adopt the opinions and behaviors of people they like or trust, which is the conformity effect.

For example, in a fund-raising place, if we see that there is already money in it, we will be more likely to put it in; If there is no money in it, it is even more impossible for us to put money in it.

The psychological activity behind this is: when there is money in it, we will tell ourselves that others think this thing should be donated, so I might as well donate it; When there is no money in it, we will tell ourselves that this thing is not donated by others, which is estimated to be unreliable.

The false impression of "selling well" made and hyped by merchants often leads to real selling results. It is a common method to create a sense of on-site sales. In addition, the effect of "adding fuel to the fire" can be increased through the promotion of hot sales, such as "cumulative sales XXXX" commonly used in advertisements, "XX circle around the earth" of a beverage, "the first sales for N consecutive years" and so on.

Even without specific data or figures, you can show countless people in a certain scene, and at the same time use or pursue a brand product to imply the popularity of the product. Wang Laoji, Coca-Cola and many other brand advertisements have used this hint for a long time.

This kind of "herding effect" does not only happen at the moment of queuing for contact with advertisements. After this experience or impression is remembered by us, we may often choose brands that use herding skills again when we consume similar goods in the future.

4. Bait effect

This effect is common in price models, in which one price deliberately attracts people to choose the most expensive price. Dan ariely once gave a famous TED talk: "Can we control our own decisions?" Among them, there is an advertisement case of The Economist magazine subscription:

① Electronic subscription: $59.

② Paper subscription: $ 125.

③ Electronic and paper subscriptions: $ 125.

The price of subscribing to electronic and paper magazines is the same as that of subscribing to paper magazines only. Why do they offer such a choice? This is exactly what Ariri thinks. He contacted the insiders of The Economist, but didn't get their direct answer. So he decided to experiment himself and find out the answer. He provided the above price list to 100 MIT students and asked them about their purchase options. When all three options are available, students choose mixed subscription; When the paper subscription option of 125 USD was deleted, the students chose the cheapest option.

This means that not all the middle options are invalid, and it provides a reference for students. In contrast, they will find that the mixed subscription is very cost-effective, thus stimulating them to spend more money to subscribe to magazines.

For the price, the relative percentage is more likely to produce the temptation of stimulating action than the absolute quantity. This is a common theory of relativity in our consumption behavior, and making decisions based on relative factors is our natural way of thinking.

5. Scarcity principle

The concept of scarcity principle put forward by Theodini: the less opportunities, content or products, the greater their value.

The fewer opportunities, the higher the 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.

The shortage principle is widely used in business, such as telling customers that the quantity of a certain commodity is limited and cannot be guaranteed forever. It is worth noting that "time" is also a kind of resource, so sales methods such as "deadline", "snap up" and "spike" can also stimulate customers' desire to buy.

The same reason can also explain the famous saying of studying abroad: "Time limit is the primary productive force."

Why does the shortage principle have such an effect? There are two reasons:

Humans are used to judging the preciousness of a thing by the difficulty of obtaining it. The harder it is to get something, the higher its value is. Therefore, the shortage will stimulate us to fight for it.

When things that are easy to get become scarcer and scarcer, we lose some freedom of choice. Human beings have a desire to safeguard vested interests, so this possibility of not being free makes us have a strong resistance, so we take some actions to avoid losing this thing.

6, binding loss principle

Why do you often see many merchants say, "Buy 3999 yuan computer, send headphones, send high-grade mouse pads, and send 1 year for free home maintenance", instead of including the price of headphones and home maintenance in 3999 yuan? I also spent 3999 on this pile of products and services. Why are some parts "free"?

This is because people's perception of gains and losses is not linear. Suppose you get 100 yuan and get some happiness, but you may need 400 yuan instead of 200 yuan to get double happiness. Similarly, if you lose 100 yuan, you may have to lose 400 yuan to feel twice the pain.

Therefore, if you fold all the expenses together and give users a total price, so that users can spend 3999 yuan at a time, instead of feeling that they have spent many times (computer 3000 yuan, earphone 200 yuan, maintenance of 200 yuan ...), users will feel less painful to pay.

Therefore, countless businesses will say "buy a computer for 3,000 yuan, including postage", instead of saying "a total of * * * 3,000 yuan, of which you spent 2,995 on the computer, and the postage is 5 yuan."

That's why China Mobile tends to use a "monthly package" to let users pay a large sum of money at one time, instead of having to pay again every time they call and SMS traffic. This is why the gym has always insisted on annual membership, rather than charging according to the number of times. Users think that annual membership is more favorable than spending 50 yuan every time, but in fact they overestimate their future use.

Similarly, if "benefits are dispersed", the "benefits" perceived by users will also increase.

Therefore, the merchant will not say, "I sold you a big push suit, including a computer mouse." I bought a computer, sent a mouse headset, and sent an advanced mouse pad and maintenance. As Taylor wrote in Marketing Science, "Don't put Christmas presents in boxes".

In short, in order to make you feel preferential treatment, businesses will do everything possible to tie up losses and dilute benefits at the same time.

7. Compromise effect

If you buy orange juice, there are two kinds of orange juice for you to choose from: A orange juice, 600ml, 12 yuan; B orange juice, 600ml, 25 yuan. The results showed that 50% people chose A and B respectively.

Let's look at another situation: a glass of orange juice, 600ml, 12 yuan; B orange juice, 600ml, 25 yuan; C orange juice, 600ml, 58 yuan. At this time, the number of people who choose B has greatly increased. About 70% people choose B, 20% people choose A, 10% people choose C.

This phenomenon is the "compromise effect". When people make choices with uncertain preferences, they tend to prefer the middle option, because the middle option looks safer and won't make serious decision mistakes.

Many times when we buy things, we like to choose the middle price, because it is too high and our spending power is limited, and it is too low, so we don't like it. This requires you to control your own people and make accurate pricing.

The effect of compromise is also reflected in the menu of the restaurant. We found that the first few pages of many restaurants are often very expensive, often hundreds or even thousands of luxury dishes, but you continue to turn down and see the middle pages, and the stone in your heart falls a little. Because you see many dishes that are acceptable even though they are expensive, such as lamb chops in 98 yuan, roast goose with a price of more than 80 yuan, etc., when you look back, you will often find home-cooked dishes in 30 yuan from 20 to 20.

This is actually a compromise effect. If you invite someone to dinner, you will definitely feel embarrassed to order twenty or thirty, but thousands are too expensive. Order eighty or ninety. It's not too expensive, but it has face.

8. Expected effect

Our existing impression of things will make us lose sight of the problem. And the expectation of a thing will affect our attitude and experience. If we believe something is good in advance, then it will generally be good, and vice versa.

Expectation not only affects people's cognition and experience of sensory phenomena such as vision and taste, but also can change people's subjective and even objective experience.

Another common prejudice caused by our expectations is related to the price level. There was an experiment: the same beverage was sold to different experimenters and students at the normal price and half the normal price respectively, and then the subjects were asked to answer a single combination question. The result is that "price determines performance", and the average answer of students who drink normal-priced drinks is 28% higher than that of students who buy half-price drinks. Especially when the clear message of "improving thinking function" is marked on the beverage bottle, coupled with the price power, it is even more powerful.

In fact, quality is also a subjective concept, and price is also a part of quality symbol. Even the products of the same product and the same quality will be looked down upon if the price is low, and finally, it will be really poor. For consumer goods such as medicines, soft drinks, cosmetics and automobiles, the expected value may become the actual value. The so-called "cheap goods are not good" is an unconscious reaction to low prices.

The core purpose of brand communication means such as advertising is to shape people's positive expectations for a product, service and even enterprise organization. On the one hand, this expectation is due to the commitment of the brand itself, on the other hand, it is also due to familiarity, word of mouth and trust. More importantly, advertising is shaping a cognitive expectation bias.

9. Avoid losses

Loss avoidance means that once people have something, they are very reluctant to lose it, and everyone is afraid of losing it. This is because we care more about the unhappiness brought by loss than the happiness brought by gain.

When determining their income, people tend to avoid risks, and they all have risk aversion. When people face losses, they all become extremely adventurous, and they are all adventurers seeking risks.

Using the principle of avoiding losses can increase people's use of follow-up value-added services for free products. For example, you can open a specific function of the product for free for a period of time. After the expiration, customers have begun to rely on this function, and finally they can only enjoy this function by paying.

Another example is the "sense of scarcity" caused by snapping up and limited time offers, which makes us feel that if we don't participate in this promotion, we will lose an opportunity. And this "sense of loss" inspires us to try our best to place orders quickly.

10, psychological account

Everyone has a psychological account. You want a person to buy something, in fact, you want to give him a reason to buy and satisfy this account. We can first analyze and understand which psychological accounts the target users mainly have and which accounts they are willing to spend money on, and then highlight them with emotional design, that is, to find a high-sounding reason for spending money for users, thus reducing the psychological guilt of spending money and promoting purchase.

Expansion: Peeking into the Subtle Consumer Psychological Marketing Story in Marketing

Check the brand

"Do we really know consumers as we think? Is it really as different as you think? This is certainly not the case. " This is the view of Caroline Harris, "Marketing Director" of coffee company Costa Enterprises. Her department is mainly responsible for the investment implementation of new business. This coffee company has performed well in the British market, and now there are more coffee shops than its competitors Starbucks and Italian coffee brand Carre Nero combined.

This coffee company is still expanding, relying on its self-service coffee machine to sell a series of home coffee products through supermarket channels.

These new growth opportunities were discovered later. At the beginning of exploring new growth opportunities, the company adopted the method of self-questioning: Do you really know what your brand means? "Three or four years ago, our words and deeds made us look more like a brand full of challenges. To be honest, we just want to emulate Starbucks. " Harris said.

However, according to the data released by the British retail consortium, the sales of this coffee company increased by 24% last year, which was 6% higher than the market average. The fact that sales exceed competitors does not mean that coffee companies are no longer looking for new market opportunities to expand their business. For example, self-service coffee service machines and supermarket channels are all measures taken later. Now, coffee companies receive more than 40,000 feedbacks every month through customer feedback tools, which is called "listening and learning" within the company. At the same time, the company also has an interactive survey project called "YourSay".

In fact, if coffee companies do not keep an open attitude towards brands, they will not be able to take corresponding countermeasures in the face of fundamental changes in consumers' attitudes towards choosing coffee brands. Harris said: "A year ago, the convenience of coffee brand selection was the most important factor, but now the quality of coffee is the primary factor affecting the choice tendency." Quality has become the core content of this enterprise's marketing.

Coffee companies are not the only ones to re-examine their brands. From 2009 to 20 1 1 year, HTC, a mobile phone manufacturer whose global sales increased more than three times, also had to reassess its market position. James Atkins, HTC's marketing director in the UK and Ireland, said: "20 10 is our golden year for sales, but 2010 has exposed a situation, that is, the problems and challenges that HTC will face to become a global brand."

According to Atkins, the marketing task of mobile phone manufacturers now is: how to get rid of the business philosophy of small enterprises and maintain the consistency of their brands in the global market?

In order to solve the problem, HTC did not use intuitive methods, but studied its own database in depth, hoping to find ways to increase sales and occupy a larger market share. Atkins admits that in the past, the leadership may not dig deep into these data, but now managers tend to study the data, tap the commercial value of the data, and then make strategies. At present, the core of HTC's strategy is to study how consumers consult friends, family members or experts in mobile phone stores before buying mobile phones. HTC's latest global advertising campaign, the theme is "mobile phone recommended by Nick Jojola". Who's Nick? He is a handsome young man who plays photography. In the advertisement, he jumped off the plane with an HTC phone in his hand-testing the performance of the latest HTC One.

adapt to changes

For enterprises from all walks of life, including offline and online, a theme has been repeatedly mentioned: those enterprises that can best adapt to market changes are those that are most willing to re-examine their brands and get to know their customers again. They are willing to accept new ideas and take corresponding actions.

Jo Boswell, head of revenue and customer analysis at British Airways, talked about the latest customer service initiative "Know Me". The inspiration of this project comes from the family business of this enterprise, because the business personnel know the customer's needs very well and can provide services that meet the customer's wishes without even asking the customer's requirements. It is impossible to do this completely in the aircraft service industry, but British Airways allows airport employees and crew to obtain passenger data information in time, thus creating the best customer experience for passengers.

"The purpose of creating this project is to try to replicate a feeling that customers feel that they have walked into their favorite local restaurant, where everyone knows you. This feeling is very special. However, it is difficult to replicate this feeling in an aviation environment. After all, there are only a few thousand employees and millions of passengers. Unlike restaurants, there are fixed employees who serve a limited number of customers. " Boswell said.

Airline crew and ground flight attendants can identify whether customers are Mr. Smith or Miss Smith when they walk into the airport or sit on the plane through the "know me" system, which makes people feel particularly cordial. Although other brands may not take such actions, many brands are similar in that they try to get more customer information and feed it back to the front-line employees who deal with customers.

Sky, a TV and broadband service provider, attaches great importance to customers' complaints, questions and inquiries, and has a set of comprehensive data records about each customer. Hannah Graham, the marketing director of Sky IQ, the company's customer intelligence department, said: "If a customer calls the customer service center, the staff should know which channels the customer pays attention to in order to tailor the packaging service for the customer. Similarly, if an engineer talks with customers and helps them solve problems, then he must understand their past problems. "

But for any enterprise, the brand opinions formed in the past may not be correct. The Guardian pointed out that with the popularity of mobile news, the online audience of the Guardian changed their reading habits. A consumer survey conducted by Kraft in Germany shows that from 20 10 to 20 1 1, price promotion has a great influence on the sales of its chocolate brand Milka.

If a brand wants to be close to the market, it is not just through questionnaires to track consumers' consumption habits. An equally valuable method is that marketers can look at their own enterprises, examine and verify those "correct understandings", see the real situation clearly and remove obstacles.

Lexus, a luxury car owned by Toyota, launched a new website in this way, which is unique in that it abandoned the traditional website template of automobile brands and replaced it with a book-like template that can turn pages, focusing on big pictures and linking other luxury brands. Chris Taylor, head of European marketing communication of the brand, said: "This is a new website template. You don't have to log in from the home page and browse down one level at a time. Finally, you buy a web page. The new website design allows users to browse the website more freely. "

This scrolling page is more conducive for users to compare prices, specifications and colors. Taylor said: "In the first three weeks of the launch of the new British website, compared with the old version, the number of users who left the website only after reading the first page decreased by 75%. At the same time, the user access time increased by 100%, and the number of users browsing important automobile information increased by 40 times, such as automobile performance and price information. In addition, the number of users using Lexus online dealer locator increased by 70%. These data show that website visitors are considering buying a car or want to test drive. "

If enterprises want to ask questions from the province, then the meeting room of enterprises must ensure that there is a culture that encourages questions and thinking.

A more introspective brand can't just hand over the review to its own research department. Barclays Bank encourages branch managers to think of themselves as "local CEOs", look at the problems in their own business fields comprehensively, understand how customers view their own enterprises, assume that they are in charge, and think about how brands interact with customers.

British Airways: "Know Me" Personalized Experience

To know your own brand, the core is to know your own customers. British Airways has recently made a great leap in understanding customers, not only better understanding customers, but also using the information obtained to further contact and communicate with customers in real time, so that customers can get a better experience. The company uses the iPad and even Google Pictures to search for photos of passengers. Through these methods, its employees can identify passengers when they take the flight, and give them personalized treatment, such as guiding them to seats or upgrading them to first class or business class according to their flight records.

The airline recently launched "Know Me", a system that allows ground crew and aircraft crew to view passenger photos and their airline flight records. Now, for some designated flights, the company allows crew members to carry iPad with them to help passengers find their places, or provide personalized services, such as providing food that these passengers usually order; Or according to whether you are a member of loyalty programs and whether you have complained before, provide corresponding rewards. Enterprises collect all customers' information through various channels, including websites, call centers and emails. -and set up a database. Based on database information, customer experience can be improved and customers can be better served.

Jo Boswell, the company's revenue and customer analyst, said: "For example, a passenger tries to enter the executive lounge in the cabin, but he has no right to enter. However, the crew allowed him to enter the executive lounge because according to the record, the passenger had encountered the same problem before. "

This system can integrate the corresponding customer photos online, so that the staff can identify the customers they are looking for. Boswell said: "Our secret service staff in Terminal 5 of Heathrow Airport spent a lot of time on Google Pictures in order to get the facial photos of the target passengers. Therefore, we think we should add the photo recognition function to this system. Once our staff find a photo that matches the passenger's name, they will store the photo in this system for future needs. "

Using iPad is not the only function of this system. It also has an important function, which can pop up information about passengers and help flight attendants guide customers.

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