Have you ever wondered why some products fly off the shelves while others go unnoticed? The answer lies in the thoughts and feelings of the consumer.
Why is it important to know what a potential customer thinks and feels?
Understanding consumer psychology allows you to develop an effective promotion strategy that will be as efficient as possible and yield the desired results.
Consumer psychology is about understanding what drives people's behavior, what emotions and thoughts influence their choices. But it’s not just about the person; it’s also about the product. How do buyers perceive the product? Is the choice made consciously or impulsively? What drives their decision to buy or reject?
For example, if people buy based on emotions, you need to focus on evoking the right emotions in them. If they buy based on rational considerations, you should emphasize quality and benefits.
And if we know that the product is purchased in a state of stress or anxiety, we need to focus on creating a sense of calm and confidence in advertising campaigns.
In this article, we will discuss consumer and product psychology and how to understand the audience for successful promotion.
We will look at examples and case studies that will help better understand how consumer psychology works and how it can be used to achieve goals.
What is consumer psychology?
Consumer psychology is the study of how people make purchasing decisions, what drives them, and what emotions influence their choices.
Simply put, it’s an attempt to understand why we prefer one product over another and how various factors, such as advertising and personal preferences, shape buying behavior.
Why is this so important in marketing? To sell successfully, you need to know what makes people act.
How does psychology influence consumer behavior?
Take, for example, the scarcity effect. When something is presented as limited in time or quantity, it creates a sense of urgency in people. We start thinking, “If I don’t buy this now, there may not be another chance.”
This is not just a marketing trick; it’s a deeply rooted psychological mechanism that compels us to act.
Now let’s talk about the influence of social proof. When we see that other people are buying a product or leaving positive reviews about it, it builds trust. People love to follow the crowd, and if someone has already chosen your product and is satisfied, it can play a decisive role in the decisions of other buyers.
Key aspects of consumer psychology
Let’s break down the key aspects that influence how and why we make purchases.
Motivation: What drives consumers?
Every time we make a purchase, we are guided by certain motives. This can be the desire to satisfy basic needs, such as buying food or clothing, or more elevated aspirations—status, recognition, or comfort.
To understand what drives the consumer, it’s important to ask yourself a few questions: What problems does a person solve when choosing your product? What are their needs? Perhaps they seek self-confidence or, on the contrary, are looking for a way to relax?
Emotions: How do they influence decision-making?
Before making a purchase, consumers may experience various feelings—from excitement and anticipation to doubt and fear.
After the purchase, emotions can also vary—from satisfaction and pride to regret or disappointment.
For example, if you make an impulsive purchase, such as buying clothes that you simply liked in the window without a need, you might feel guilty or regret afterward.
For advertising to work, it’s essential to understand what people feel. Then you can evoke the right emotions in buyers before and after the purchase.
Social influence: The role of society in product choice
We live in a society, and our decisions are largely influenced by our surroundings. Often, we choose products not only for ourselves but also to impress others.
But what if a product seems “awkward”? Sometimes people choose anonymity—for example, ordering something online to avoid judgment. This is also important to consider when developing marketing strategies.
Cognitive biases: How do they affect brand perception?
For instance, some people may be overly cautious and worry about what others will think. This can lead them to avoid certain products or brands, even if they like them.
There’s also the fear of standing out. Many prefer to follow the crowd to avoid being the “odd one out.” This can result in some brands becoming more popular simply because they are “trendy,” even if their quality is not the best.
Applying knowledge of consumer psychology in marketing
Understanding how your customers think and feel can radically change your approach to creating content and advertising campaigns. Let’s explore how this works.
Personalized content
Speak to people as if you know them personally. When you address a customer by name or offer them products that match their tastes, it creates a sense that you understand them.
Personalization is what helps build customer trust. When customers feel a connection with the brand, they are more likely to make repeat purchases.
Playing on emotions
It’s important not just to advertise but to tell a story that touches emotions. People remember feelings, not facts. They perceive information through emotions, and if advertising evokes feelings, it will be memorable.
Think about how products or services can solve customers’ problems. Create a campaign that shows how the product helps people in real life.
Using triggers
And, of course, don’t forget about triggers—small “hints” that can significantly increase conversion rates.
The simplest ones are limited time offers, creating scarcity, or promotions like “Buy one, get one free.” Such techniques create a sense of urgency and encourage people to act.
Using Postmypost monitoring for better audience understanding
Let’s take a closer look at how monitoring features can be used for a deep understanding of subscribers’ interests and preferences.
Monitoring allows you not only to view all comments and messages from one interface but also to use them to create more targeted content.
Let’s illustrate with examples.
In the run-up to the New Year holidays, you post about your memories of family traditions. You ask subscribers to share how they celebrated the holidays in their childhood. All the comments left under this post are saved under the tag “nostalgia.”
Now, when you want to create content that touches the “strings of the soul” of the audience, you already have a ready base. You can refer to these nostalgic memories to evoke positive emotions and create a connection with the brand.
Or, if you have a fitness center, you can launch a post asking what qualities are important for a personal trainer. All the responses can be grouped under the tag “trainer qualities.” When it’s time to promote trainer services, you can use the very qualities highlighted by subscribers.
Start using monitoring in Postmypost today.
It’s an effective way to deepen your knowledge of the audience and make content more engaging.
