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Product placement, viral videos and promoters' forays are far from all the means that are used to sell a product to a consumer.
Vision.
Primates (and humans among them) distinguish more colors than other mammals. It is assumed that initially it was necessary for monkeys to find food faster - fruits and berries.
Goods and services are the same food, which means that if they are colored, they will be easier to notice. The same applies to ad copy.
Visitors to American clothing stores, grocery stores and fast food restaurants were given receipts at the checkout with text printed on them about some other store or foreign goods. In half of the cases, the advertisement, like the main information on the check, was black and white, and in half it was colored. Customers stared at their check for 3 seconds and then asked if they noticed the ad.
If the text of this message was black and white, 31% of respondents managed to pay attention to it in 3 seconds. Colored inscriptions were noticed by 82% of the participants in the same time. But how often do you look at such pieces of paper for a long time in the store? When asked if customers want to return to a particular store, recipients of black-and-white checks answered yes only in a quarter of the cases, while two-thirds of the owners of colored checks wished to return to a particular store.
Eye tracking.
A website or poster design can be as beautiful as you want, but there is one more thing to consider for those who really want to attract buyers.
If the layout of the eye-catching elements on the page is not optimal, the product will attract few people.
What is the “optimal” location? Cognitive scientists argue that this can be figured out by recording eye movements, or eye tracking.
The subject sits motionless in an armchair and examines a web page or advertising layout. An infrared camera next to the monitor is aimed at the person in the chair and records their eye movements. The data from the camera is processed by a special program. It builds a trajectory, along which the subject's gaze walked, and superimposes it on the picture viewed by the user. Any stop of the gaze at a specific place on the screen is marked with a circle, and the larger the diameter of such a circle, the more often the user's gaze falls to this point.
Substitution of concepts.
Began to fit into the XS instead of the usual S? Don't be in a hurry to rejoice.
This reduction in size may not mean that your training program has been effective, but that marketers have hooked you. The size of the clothing on the tags may be deliberately reduced. The fact is that when a woman who dreams of losing weight and looking irresistible comes to the store and finds that she is suddenly closer to her ideal than she expected, her mood and self-esteem increase. As a result, the clothes of the “lying to the rescue” brand are associated with the pleasant, so they like it more, and the customer comes for it again and again.
Smell.
Although we get the most information from our eyes, the sense of smell has one undeniable advantage over all other senses.
Information about odors goes almost directly to the cerebral cortex, as well as to the structures below it, which are responsible for a variety of emotions and memory - the amygdala and hippocampus. Therefore, we remember the situation of childhood only in general terms, but the smell of grandmother's jam or a favorite book in the country remains with us unchanged until old age. In addition to the nostalgic moments of the past, smells will help to remember the images of specific products - the ones that marketers want to present to us.
Two types of smells can be used: the general smell of the environment in which the purchase takes place, and the smell of the product itself. Using paper napkins and pencils as an example, American scientists have shown that in both the first and second cases, consumers remember the product better. However, the aroma of the room does not give such a pronounced effect as the smell of the product itself. If the products smelled (this also applies to those things that usually do not smell), the subjects well remembered their brand and appearance even two weeks after the experiment.
In order for consumers to come to the store more often choose exclusive expensive goods, it is necessary to instill in them a subconscious desire for power - not forever, but literally for a few minutes. More recently, American marketers have found out that for this, a "warm" aroma must be hovering at the point of sale. "Cold" smells have the opposite effect.
Multi-sensory perception.
The problem about what is heavier - a kilogram of fluff or a kilogram of iron, although it seems silly at first glance, in fact reflects one important feature of our perception.
Sight, hearing, smell, touch and taste are not separated from each other.
Information from our eyes affects how our fingers feel, and smells are associated with specific visual images. All of this is called by one general term "multisensory perception". There is also multisensory marketing - the study of how some characteristics of a product affect the perception of other properties.
The texture of the package and the taste of the product.
Taste is a feeling close to the sense of smell, and its perception also depends on the accompanying data from the organs of touch.
True, experiments show that the texture of a product does not always affect the perception of taste, but mainly if the consumer is a person who is not very focused or curious. The University of Michigan conducted research on this relationship. Each of the two hundred participants in the experiment was given a clear plastic cup filled with mineral water. Half of this glass was thin and fragile to the touch, and half of it was dense and tough. The volunteers were asked to take a few sips through a straw and write down what they thought about the quality of the drink and the convenience of the glass. The participants were told that they were trying new mineral water that one of the airlines wanted to sell on its flights. The fact that water will be paid, the experimenters noted on purpose in order to cause negative thoughts about it.
Those subjects who, in the preliminary survey, showed themselves not quite purposeful, considered the water bad and tasteless if they drank it from a thin, fragile glass. The rest of the mineral water seemed about the same regardless of which container it was poured into.
Language.
Several years ago, decoding of English words appeared on the packaging of goods of foreign companies in Russia.
Sometimes they look comical, for example, if the word stop is marked with a footnote and below it is written as “stop”. The overwhelming majority of buyers do not need any explanation in this case. Nevertheless, it makes sense to translate phrases on the packaging into the native language of buyers, even for bilinguals who know two languages equally well.
In 2008, marketers surveyed bilinguals who speak Hindi and English how they rate various advertisements and what characteristics the subjects attribute to the product being advertised. Among the samples were the products of international corporations known around the world and local firms. The posters advertised both consumer goods and valuable, expensive brands.
Opinion was divided: Hindi ads were associated with friends and family, while English posters were associated with urban vibes and upper class life.
Thus, scientists say, large corporations selling shampoo and cigarettes should translate advertisements and labels on packages into the official language of the country of sale. But billboards praising jewelry and expensive equipment are not necessary.
We hope that this knowledge will help you to be more selective in your purchases in order to avoid manipulating your mind as much as possible and save you from unnecessary purchases and pointless spending.
Sight, touch and especially smell give us enough information that we are not aware of, but still process - and draw the conclusions that marketers want from us.
Vision.
Primates (and humans among them) distinguish more colors than other mammals. It is assumed that initially it was necessary for monkeys to find food faster - fruits and berries.
Goods and services are the same food, which means that if they are colored, they will be easier to notice. The same applies to ad copy.
Visitors to American clothing stores, grocery stores and fast food restaurants were given receipts at the checkout with text printed on them about some other store or foreign goods. In half of the cases, the advertisement, like the main information on the check, was black and white, and in half it was colored. Customers stared at their check for 3 seconds and then asked if they noticed the ad.
If the text of this message was black and white, 31% of respondents managed to pay attention to it in 3 seconds. Colored inscriptions were noticed by 82% of the participants in the same time. But how often do you look at such pieces of paper for a long time in the store? When asked if customers want to return to a particular store, recipients of black-and-white checks answered yes only in a quarter of the cases, while two-thirds of the owners of colored checks wished to return to a particular store.
Eye tracking.
A website or poster design can be as beautiful as you want, but there is one more thing to consider for those who really want to attract buyers.
If the layout of the eye-catching elements on the page is not optimal, the product will attract few people.
What is the “optimal” location? Cognitive scientists argue that this can be figured out by recording eye movements, or eye tracking.
The subject sits motionless in an armchair and examines a web page or advertising layout. An infrared camera next to the monitor is aimed at the person in the chair and records their eye movements. The data from the camera is processed by a special program. It builds a trajectory, along which the subject's gaze walked, and superimposes it on the picture viewed by the user. Any stop of the gaze at a specific place on the screen is marked with a circle, and the larger the diameter of such a circle, the more often the user's gaze falls to this point.
Substitution of concepts.
Began to fit into the XS instead of the usual S? Don't be in a hurry to rejoice.
This reduction in size may not mean that your training program has been effective, but that marketers have hooked you. The size of the clothing on the tags may be deliberately reduced. The fact is that when a woman who dreams of losing weight and looking irresistible comes to the store and finds that she is suddenly closer to her ideal than she expected, her mood and self-esteem increase. As a result, the clothes of the “lying to the rescue” brand are associated with the pleasant, so they like it more, and the customer comes for it again and again.
Smell.
Although we get the most information from our eyes, the sense of smell has one undeniable advantage over all other senses.
Information about odors goes almost directly to the cerebral cortex, as well as to the structures below it, which are responsible for a variety of emotions and memory - the amygdala and hippocampus. Therefore, we remember the situation of childhood only in general terms, but the smell of grandmother's jam or a favorite book in the country remains with us unchanged until old age. In addition to the nostalgic moments of the past, smells will help to remember the images of specific products - the ones that marketers want to present to us.
Two types of smells can be used: the general smell of the environment in which the purchase takes place, and the smell of the product itself. Using paper napkins and pencils as an example, American scientists have shown that in both the first and second cases, consumers remember the product better. However, the aroma of the room does not give such a pronounced effect as the smell of the product itself. If the products smelled (this also applies to those things that usually do not smell), the subjects well remembered their brand and appearance even two weeks after the experiment.
In order for consumers to come to the store more often choose exclusive expensive goods, it is necessary to instill in them a subconscious desire for power - not forever, but literally for a few minutes. More recently, American marketers have found out that for this, a "warm" aroma must be hovering at the point of sale. "Cold" smells have the opposite effect.
Multi-sensory perception.
The problem about what is heavier - a kilogram of fluff or a kilogram of iron, although it seems silly at first glance, in fact reflects one important feature of our perception.
Sight, hearing, smell, touch and taste are not separated from each other.
Information from our eyes affects how our fingers feel, and smells are associated with specific visual images. All of this is called by one general term "multisensory perception". There is also multisensory marketing - the study of how some characteristics of a product affect the perception of other properties.
The texture of the package and the taste of the product.
Taste is a feeling close to the sense of smell, and its perception also depends on the accompanying data from the organs of touch.
True, experiments show that the texture of a product does not always affect the perception of taste, but mainly if the consumer is a person who is not very focused or curious. The University of Michigan conducted research on this relationship. Each of the two hundred participants in the experiment was given a clear plastic cup filled with mineral water. Half of this glass was thin and fragile to the touch, and half of it was dense and tough. The volunteers were asked to take a few sips through a straw and write down what they thought about the quality of the drink and the convenience of the glass. The participants were told that they were trying new mineral water that one of the airlines wanted to sell on its flights. The fact that water will be paid, the experimenters noted on purpose in order to cause negative thoughts about it.
Those subjects who, in the preliminary survey, showed themselves not quite purposeful, considered the water bad and tasteless if they drank it from a thin, fragile glass. The rest of the mineral water seemed about the same regardless of which container it was poured into.
Language.
Several years ago, decoding of English words appeared on the packaging of goods of foreign companies in Russia.
Sometimes they look comical, for example, if the word stop is marked with a footnote and below it is written as “stop”. The overwhelming majority of buyers do not need any explanation in this case. Nevertheless, it makes sense to translate phrases on the packaging into the native language of buyers, even for bilinguals who know two languages equally well.
In 2008, marketers surveyed bilinguals who speak Hindi and English how they rate various advertisements and what characteristics the subjects attribute to the product being advertised. Among the samples were the products of international corporations known around the world and local firms. The posters advertised both consumer goods and valuable, expensive brands.
Opinion was divided: Hindi ads were associated with friends and family, while English posters were associated with urban vibes and upper class life.
Thus, scientists say, large corporations selling shampoo and cigarettes should translate advertisements and labels on packages into the official language of the country of sale. But billboards praising jewelry and expensive equipment are not necessary.
We hope that this knowledge will help you to be more selective in your purchases in order to avoid manipulating your mind as much as possible and save you from unnecessary purchases and pointless spending.
