SECRET Tricks OF MARKETING OR WHY BUYERS ARE HOPELESS IN MATHEMATICS
1. Our perception depends on the price that we saw first
You went to the store and saw a designer bag for $ 1000. “A piece of bucks for some kind of bag ??” You will be incredibly outraged. Going further, you see a great watch for $ 300. It is expensive! Watches can cost less! But it seems to you that this is quite a normal price, because you are comparing it with the first one you saw. In this way, stores can properly place products 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 it turns out to be rather average in quality. Shops use this of our thinking against us to sell the product that we need.
Such a study was conducted: 2 types of beer were put on the counter in the store. “Premium” for $ 2.5 and beer marked with the label “Best Buy” for $ 1.8. About 80% of buyers chose more expensive beer.
3. We love stories. Put in the store next to the bread maker for $ 279 bread maker for $ 429. Their parameters should vary very slightly. Sales of a cheaper bread machine will increase significantly, although it is unlikely that someone will buy an expensive one (except, perhaps, a couple of people). This is because we do not feel the real value of things, and it seems that we are buying very cheaply. And then you can say: “Imagine, I bought a bread machine for only $ 279! And there stood almost the same, but for $ 429! And what a fool would buy her! ”Good story.
4. We do what we are told. An experiment was conducted at the school. Fruits and salads were displayed on a lit counter, like sweets or other sweets, and this technique made the children eat more salad and fruits. It is valid for adults. Experienced restaurateurs will make the 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 too bright an item in the menu, immediately remember that it is with this dish that the restaurant wants to feed you first of all.
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 are installed at the exit of a huge supermarket. Buyers are tired, they want to drink and eat, they grab everything without thinking that it is unreasonably expensive.
6. The magic of the number 9. We 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 work, and we take the not-so-necessary thing just because it attracts 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 prone to a keen sense of justice. We do not like being deceived, but we do not know the value of things and services. And we are looking for tips from those who sell these things and services to us. Dan Ariely, a professor of psychology, conducted an experiment. He announced that he would spend an evening of poetry for students. He told one group of students that the evening was paid, and another that they would be paid for what they would come 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 does not pay anything. Students from the first group were happy to stay: they received something worthwhile and free of charge. Students of the second group almost all left, as it seemed to them that they had been dragged here by force.
What is the normal price for a poetry concert given by a professor of psychology? The students did not know this. How much should a men’s shirt cost? What about car insurance? Who knows! People don’t know the value of things, and as a result, our brain uses what it understands: hints, comparisons …