Psychology of Marketing
How marketers convince us to buy things we don’t need
Neuroscience breakthroughs enable advertisers and marketers to gain a deeper understanding of our minds. Furthermore, their methods of persuading customers are so easy that they never cease to astonish. How can impulsive spending be avoided?
It’s simple: elicit certain emotions in us, advertise with hypnotic phrases and attractive images, modify the color, lighting, and music in the store slightly, and we’re ready to make a (unnecessary) purchase.
David Lewis, an American neuropsychologist and the founder of Mindlab International, an independent research consulting organization, explains such manipulation techniques and how to counteract them. He is known as the “Father of Neuromarketing” since he was one of the first to apply neuroscience methodologies to the study of buyer mental activity. Here are some interesting facts from his book “Neuromarketing in Action”.
Products that help us reach the perfect standard
Advertisers have long used the technique of evoking a sense of inadequacy and demonstrating a route out. “Tell people the world is hazardous, that they don’t have enough of this particular car, and that their teeth aren’t white enough in general,” says American marketer…
