How to "cheat" consumers?



Dan Ariely, a professor of psychology and behavioral economics, had a very significant experiment. He announced that he will hold an evening of poetry for students. One group, he said that evening for an extra charge, and the other - they will pay for them to come. Before the very beginning of all announced that the concert is free, ie, and the first group do not need to pay anything, but the second did not pay.

Students in the first group were happy: they received something worthwhile, though free. Students of the second group is almost all gone, because they thought that they forcibly dragged here.

So we do not know the value of goods and services in the market, and our brain uses what these products are presented: advertising images, marketing images and wording on emotions brochures ... How much should cost this shirt? And the coffee? And the insurance on the car, with such conditions? Who knows ?! And then comes His Majesty Marketing and creates images that are "helping" our brain to evaluate them. But do not forget: the images do not correspond to the quality and usefulness of the product and the advertiser's requirements specification

. But you can put aside a little money, hold a minimum set of "gimmicks" in the head:

1. Promotion and more goods!
The word "action" works wonders. Even if the product by this word is more expensive than in a nearby store, people will still grab it. A field of application "More for the same price!" - Generally limitless, "10% more toothpaste for the same price!", "Now 25% more flakes!" Why does it work? Because buyers rarely remember how much should cost these or other products, and even in this store.

2. Primary
shock You went to the store and saw the product for $ 200. Even with this amount, you will be shocked. But the next item is already $ 150, followed by - $ 100. The price tag of $ 50 you perceive as a gift from heaven, and think not to take such a cheap T-shirt - a sin. You do not even think that the price of gold to it - $ 20 as compare it with the price tag first seen. Thus, properly vented goods directs your thoughts in the right direction.

3. Avoiding extremes
We do not like to feel "poor" when we buy the cheapest products, but we do not like to throw away money by buying the most expensive products. Therefore, for the sale of the right product, we offer 3 almost identical units with the increasing value where the right product is in the "golden mean" - 80% of buyers will choose his

. 4. Tested / Approved / Recommended
Dental Association recommends the cud, Association of Dermatologists approve creams, and the Union of pediatricians were noted in almost every children's brand. So fashionable today, the recommendations system - only advertising technology, designed to cause consumer confidence. The calculation is clear: among the more or less similar goods consumer will choose the one whose utility is supported by the authority. However, for institutions that subscribe to the brand, this is only a way to make money.

5. The tricky math
Mathematics in verbal vestments mysterious in the extreme. For example, household appliances loud action shop "discounts - up to 80%" only applies to mouse pads and the like are cheap and interesting little items. A trick in advertising batteries - "work up to 10 times more," do not lie: any number of even 1 or 2 - it's up to 10. All right

. 6. Eco / Bio / non-GMO
The number of fans of organic products is growing every day, and advertisers in the world, immediately picked up the desire of people to buy environmentally friendly products, placing the "eco" prefix "bio" and "non-GMO" on products all in a row. But in the European Union and the United States have laws on common standards for the production of products labeled "organic." In Russia, Ukraine and Belarus do not have such standards. Accordingly, the label "contains GMOs" do not paint only on the packaging, which were forgotten.

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