What psychological tricks do businesses use to influence your behavior?
Long since psychology is used in the world of shopping and business, although this is a less academic version that takes place in universities.
This does not mean that the different marketing techniques that businesses use to influence the purchase of customers have not been studied, although there is always the question of whether these kinds of tricks exceed the limits of ethics.
Tricks and psychological effects that stores use
Be that as it may, the reality is that stores, shops and establishments open to the public use different techniques so that you end up spending much more money than you had thought. These are some principles of psychology that stores and businesses use without our realizing it, and that can greatly influence our purchasing decisions.
1. Buying from shame
Medium or large stores and supermarkets tend to ensure that there are always a good number of carts and empty baskets near the entrance, not only because they are highly sought after objects, but also because they are interested in everyone taking one.
Many people feel a certain shame when going through the checkout carrying a single product in their basket or cart, so they will have to buy some other product so that it does not seem that they have monopolized that container in an unjustified way.
2. Creating a watertight compartment
In supermarkets and large shopping centers there are usually two significant absences: windows and clocks.
The fact of not having these elements makes the shopping space run out of references to the outside world, which makes customers forget the passage of time and that life continues to happen beyond the walls of the store . This way, you will be more likely to keep going around reviewing the products that are displayed for sale.
3. Foot in the door
This is a persuasion technique that is also used in purchasing processes. It consists in that, when the customer has already chosen what he wants to buy and starts the process that will end in the payment, he is offered an “extra” for a little more money.
The chances that customers will accept this deal will be higher than if this pack of products were offered from the beginning, because the buyer has already become aware of the fact that they are going to spend money and, although at a point they come to believe that you are spending a little more than you should, buying that “extra” will help reduce the cognitive dissonance of having bought something without being entirely sure if it pays off.
In some way, continuing to buy is a way to justify the previous purchase, it is a way to show that the previous dilemma has not existed. Of course, if this extra offer is also a discount on another product (or is perceived as that), the cost assessment will also make this extra purchase look attractive.
Supermarkets use all kinds of tricks to make the average buyer who enters their doors stay a little longer inside the premises. One of them is quite simple, and consists of placing mirrors.
It is clear that most people do not stay planted in front of a mirror staring at each other, but even almost automatically they will tend to stay closer to them longer, looking at each other sideways or walking more slowly.
5. The social proof
Some points of sale and brands use a principle called social proof to sell more. The concept of “social proof” means a demonstration of marketing force to convey that a product is succeeding in the market. It involves showing the consumer the success and social impact that a certain product is having on the target audience, although part of this “impact” may be fictitious or imaginary.
The dark side of social proof, for example, could be hiring bots and all kinds of fake profiles to follow certain Twitter or YouTube accounts, or creating a deliberate shortage of a product on the day of its launch so that queues form in certain stores where it is available.
6. Less necessary items are at the entrance
And those that require a greater frequency of purchase, in the areas furthest from it. The goal is clear: get everyone to walk past as many shelves as possible as many times as possible.
7. The first floor, always for women
In clothing stores, the men’s section is always at the farthest point from the entrance. This is because the women who accompany men to these stores are usually a more impulsive type of buyer than they. This makes women who accompany men often fall into the temptation of buying something they have seen while on their way to the men’s flat.
If you have been interested in this article, you can also read: ” The 12 psychological tricks supermarkets use to make you spend more money “