 and simply displayed a number, patrons were far more likely to purchase more expensive items. Social Proof - We are innately herd creatures, meaning that we often contextualize events and experiences according to the people around us. This is something psychologists and marketing agencies have known for decades, and has given birth to what is affectionately termed ‘social proof' - Trustworthiness Of Faces - Speaking of celebrities, there is a whole algorithm behind the sorts of people that show up on commercials and advertisements, and generally speaking most of them fit a certain criteria. There is considerable evidence to show that we often make up our minds about the trustworthiness of a persons face in the blink an eye – between 10 and 33 milliseconds – and that the degree to which we trust a face has a lot to do with its proportions. Stimulate Your Appetite - Restaurants and bars are notorious for priming their customers to purchase more than they normally would. The presence of bar snacks or appetizers like free bread have become so commonplace that we almost take them for granted. In fact, you might be a little miffed if you don’t get apparently gratis extras at these sorts of establishments. - Social Conditioning - Understanding how people react to certain stimuli has become the proverbial El Dorado for social-savvy marketers, and social conditioning is just one of the many techniques that employees are taught. Although we are predominantly visual creatures, some studies have found that utilizing tactility in interactions, such as having sales people touch you while demonstrating or explaining a product, makes it far more likely you’ll end up buying whatever it is they’re selling.. - Complementing Principle - Another relatively straightforward sales strategy, this one is favoured especially by electronic manufacturers such as Sony and Microsoft. Often a product will be sold for a certain amount, but the additional components – such as batteries, remotes, cables, etc. – will be sold separately and come with higher-than-average price tags attached.! - Gender Specific Advertising - Let’s face it, while there are obvious physical differences between men and women, there are also significant differences in their spending habits. Take razors, for example. Before 1915 shaving of the underarm was relatively unheard of, but the introduction of short sleeved dresses provided an opportunity for razor companies to cater to yet another demographic, and shaving the legs didn’t become popular until the 1930’s. - Arbitrary Expiration Dates - We like to think there is an ordered and logical system behind the application of expiration date stickers. The actual usage of expiration dates on food didn’t come about until the 1970’s, but today there is a consensus that they are meant to tell us when a product is no longer edible. In fact, expiration dates are a bit of a misnomer since they are actually mean to indicate to food purveyors when a food is at its freshest. Nostalgia and Smells - Yes, even the friendliest-looking companies may be taking advantage of your childhood memories. That catchy tune that comes in on the intercom while you’re perusing the mall or the barrage of Christmas music during the holidays isn’t just there to add a bit of atmosphere – several studies have found that appealing to people’s sense of nostalgia effectively makes them value money less.)
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There are a lot of methods companies employ to convince consumers that their product is the best. Most of these are often so subtle that we aren’t even aware that we’re being influenced.We take a look at 10 more ways that companies trick you on a daily basis, from subtle manipulation to outright psychological warfare.
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Featuring… Scarcity Principle – This one is pretty straightforward, and yet it’s amazing how often we fall for it. It’s the idea that if a store markets something as ‘going out of stock’ or only being offered for a ‘limited time’ that people will naturally want to capitalize on it – even if it’s something that they don’t actually need. Visualizing Dollar Signs And Cost To Weight – You wouldn’t think something as simple as dropping the dollar sign from the price tag would have an impact on whether or not someone chose to buy a product, but a study out of Cornell found that when looking at many restaurants there was a notable difference in spending habits. When restaurants got rid of the infamous dollar sign (or any other currency symbol) and simply displayed a number, patrons were far more likely to purchase more expensive items. Social Proof – We are innately herd creatures, meaning that we often contextualize events and experiences according to the people around us. This is something psychologists and marketing agencies have known for decades, and has given birth to what is affectionately termed ‘social proof’ – Trustworthiness Of Faces – Speaking of celebrities, there is a whole algorithm behind the sorts of people that show up on commercials and advertisements, and generally speaking most of them fit a certain criteria. There is considerable evidence to show that we often make up our minds about the trustworthiness of a persons face in the blink an eye – between 10 and 33 milliseconds – and that the degree to which we trust a face has a lot to do with its proportions. Stimulate Your Appetite – Restaurants and bars are notorious for priming their customers to purchase more than they normally would. The presence of bar snacks or appetizers like free bread have become so commonplace that we almost take them for granted. In fact, you might be a little miffed if you don’t get apparently gratis extras at these sorts of establishments. – Social Conditioning – Understanding how people react to certain stimuli has become the proverbial El Dorado for social-savvy marketers, and social conditioning is just one of the many techniques that employees are taught. Although we are predominantly visual creatures, some studies have found that utilizing tactility in interactions, such as having sales people touch you while demonstrating or explaining a product, makes it far more likely you’ll end up buying whatever it is they’re selling.. – Complementing Principle – Another relatively straightforward sales strategy, this one is favoured especially by electronic manufacturers such as Sony and Microsoft. Often a product will be sold for a certain amount, but the additional components – such as batteries, remotes, cables, etc. – will be sold separately and come with higher-than-average price tags attached.! – Gender Specific Advertising – Let’s face it, while there are obvious physical differences between men and women, there are also significant differences in their spending habits. Take razors, for example. Before 1915 shaving of the underarm was relatively unheard of, but the introduction of short sleeved dresses provided an opportunity for razor companies to cater to yet another demographic, and shaving the legs didn’t become popular until the 1930’s. – Arbitrary Expiration Dates – We like to think there is an ordered and logical system behind the application of expiration date stickers. The actual usage of expiration dates on food didn’t come about until the 1970’s, but today there is a consensus that they are meant to tell us when a product is no longer edible. In fact, expiration dates are a bit of a misnomer since they are actually mean to indicate to food purveyors when a food is at its freshest. Nostalgia and Smells – Yes, even the friendliest-looking companies may be taking advantage of your childhood memories. That catchy tune that comes in on the intercom while you’re perusing the mall or the barrage of Christmas music during the holidays isn’t just there to add a bit of atmosphere – several studies have found that appealing to people’s sense of nostalgia effectively makes them value money less.
