SECRET MARKETING RECEPTIONS OR WHY BUYERS ARE UNBELIEVABLE IN MATHEMATICS
1. Our perception depends on the price we saw first
You entered the store and saw a designer bag for $ 1000. “Stuck bucks for some bag ??” You will be incredibly outraged. Going further, you see a great watch for $ 300. It is expensive! Hours may be cheaper! But it seems to you that this is quite a normal price, because you compare it with the first one you see. Thus, shops can arrange the goods correctly to direct your thoughts in the right direction.
2. We are afraid of extremes. We don’t like to feel “poor” when we buy the cheapest products, but we don’t like to feel cheated when we buy the most expensive product, and in terms of quality it turns out to be quite average. Stores use this our thinking against us to sell the goods they need.
The following study was conducted: 2 types of beer were put on the counter in the store. “Premium” for $ 2.5 and beer labeled “Bargain” for $ 1.8. About 80% of buyers chose a more expensive beer.
3. We love stories. Put the bread maker for $ 429 in the store next to the bread maker for $ 279. Their parameters should differ very slightly. Sales of cheaper bread makers will seriously increase, although it is unlikely anyone will buy expensive (maybe a couple of people). This is because we do not feel the real value of things, and it seems that we are buying very cheap. And then you can say: “Can you imagine, I bought a bread maker for only $ 279! And there was almost the same, but for $ 429! And what a fool will buy it! ”Good story.
4. We do what we are told. An experiment was conducted at the school. Fruits and salads were put up on an illuminated rack like sweets or other sweets, and this method made the children eat more lettuce and fruit. It also applies to adults. Experienced restaurateurs will compose a menu in such a way that those dishes that they want to sell more often will be highlighted in some way or equipped with a large and bright picture to attract your attention. So, you see a very bright item in the menu, immediately remember that it is with this dish that you want to feed the restaurant in the first place.
5. We commit rash acts under the influence of alcohol, fatigue and other factors. When a person drinks, gets tired or is under stress, he greatly simplifies the internal issues that accompany the purchase. Machines with water, coffee and snacks set at the exit of a huge supermarket. Buyers are tired, they are thirsty and thirsty, they grab everything without thinking that it is unreasonably expensive.
6. Magic numbers 9We all know this chip: for only $ 1.99. This is the same as $ 2! We understand this, but the magic of the number 9 continues to operate, and we take a not very necessary thing just because it beckons us with a discount. Be incorruptible! Do not tell yourself – this thing costs a little more than a dollar! Remember, it costs all two!
7. We are subject to a keen sense of justice. We do not like being deceived, but we do not know the price of things and services. And we are looking for clues from those who sell these things and services to us. Dan Ariely, a professor of psychology, conducted an experiment. He announced that he would hold a poetry evening for students. He told one group of students that the evening was paid, and the other that they would be paid for coming to listen. Before the concert, it was announced that it was free, i.e. and the first group does not need to pay anything, and the second will not be paid anything. The students from the first group were happy to stay: they received something worthwhile and, moreover, free of charge. The students of the second group practically all left, since it seemed to them that they had been forcibly dragged here.
What is the normal price for a poetic concert given by a psychology professor? The students did not know this. How much should a men’s shirt cost? And the insurance for the car? But who knows! People do not know the value of things, and as a result, our brain uses what it understands: clues, comparisons …