10 Psychological Methods in Marketing
Posted: Sun Jan 19, 2025 8:26 am
In this regard, as early as the middle of the 20th century, companies began to pay attention to psychological factors that influence human behavior, their actions related to the possibility of obtaining benefits. Modern marketing is largely based on the achievements of behavioral economics. The discipline at the junction of these two sciences is called psychomarketing.
Below we discuss the main set of psychological factors that are used by marketers to control consumer behavior.
The cognitive price trap
This example can Reason to Choose Our Database Service be seen on the window of any store. If the price of the product is 999 rubles, and not 1,000, the probability of purchase increases, since the customer subconsciously pays attention not to the insignificant difference of one ruble, but to the belonging of the numbers to different ranks. In other words, three digits in the cost create the feeling of a significant difference in cost compared to four.
Psychological methods in marketing
Similarly, the price tag of 49 will be perceived as 40 rubles "with a little", and this seems advantageous even compared to 50 rubles, although the difference is still the same ruble.
Price as an indicator of the usefulness of a product
To understand the value of something, a person needs to compare it with a similar object. If we talk about the price of a product, then its offer at a reduced cost creates a feeling of poor quality, low value of the product. If the cost then increases, this can create a feeling of increased consumer value. As a result, growth, which according to the laws of the market economy should lead to a fall in demand, in reality sometimes leads to its increase, since each buyer strives to buy a better product.
Price bait
The buyer's lack of a standard measure that allows determining the value of the product allows the seller to increase sales through several alternatives. For example, when selling sugar in 0.5 kg and 0.6 kg packages, the demand for them will be approximately the same. If you add a 0.7 kg package to them, then sales of the middle option - weighing 0.6 kg - will increase. This trick is often used in areas where you can choose one of several tariffs or products with different prices and functionality.
Aromamarketing
The aroma of freshly brewed coffee, fresh pastries in the sales area usually stimulates appetite even with a full stomach. But the influence of the factor can be indirect. It creates favorable conditions for concluding a deal, improves mood.
Aromamarketing
As a result, the car dealership visitor is more willing to accept the offer of technical service, and the beauty salon client is satisfied not only due to the successful makeup, but also the pleasant smell in the room.
Below we discuss the main set of psychological factors that are used by marketers to control consumer behavior.
The cognitive price trap
This example can Reason to Choose Our Database Service be seen on the window of any store. If the price of the product is 999 rubles, and not 1,000, the probability of purchase increases, since the customer subconsciously pays attention not to the insignificant difference of one ruble, but to the belonging of the numbers to different ranks. In other words, three digits in the cost create the feeling of a significant difference in cost compared to four.
Psychological methods in marketing
Similarly, the price tag of 49 will be perceived as 40 rubles "with a little", and this seems advantageous even compared to 50 rubles, although the difference is still the same ruble.
Price as an indicator of the usefulness of a product
To understand the value of something, a person needs to compare it with a similar object. If we talk about the price of a product, then its offer at a reduced cost creates a feeling of poor quality, low value of the product. If the cost then increases, this can create a feeling of increased consumer value. As a result, growth, which according to the laws of the market economy should lead to a fall in demand, in reality sometimes leads to its increase, since each buyer strives to buy a better product.
Price bait
The buyer's lack of a standard measure that allows determining the value of the product allows the seller to increase sales through several alternatives. For example, when selling sugar in 0.5 kg and 0.6 kg packages, the demand for them will be approximately the same. If you add a 0.7 kg package to them, then sales of the middle option - weighing 0.6 kg - will increase. This trick is often used in areas where you can choose one of several tariffs or products with different prices and functionality.
Aromamarketing
The aroma of freshly brewed coffee, fresh pastries in the sales area usually stimulates appetite even with a full stomach. But the influence of the factor can be indirect. It creates favorable conditions for concluding a deal, improves mood.
Aromamarketing
As a result, the car dealership visitor is more willing to accept the offer of technical service, and the beauty salon client is satisfied not only due to the successful makeup, but also the pleasant smell in the room.