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Why we buy: how marketers manage our consciousness
Product placement, viral videos and raids promoters - this is not all the funds that are used to sell the product to the consumer. Human consciousness is much easier to manage than directly using slogans, but through the subconscious mind, in that invade through the senses. Sight, touch and feel of the particular smell give us enough information that we do not realize, but nevertheless treat - and concludes that marketers want us
.
Colors
Primates (and the people in them) to distinguish more colors than other mammals.
It is assumed that initially it was necessary to monkeys to quickly find food - fruits and berries. Goods and services - the same food, which means that if they are colored, they will be easier to notice. The same applies to advertising texts.
Visitors to the US clothing stores, food and fast food restaurants at the checkout receipts issued with the text printed on it about a different store or foreign goods. In half of the advertising, as well as basic information on the check, was black-and-white, half - color. Buyers looking at your check for 3 seconds, after which they were asked whether they noticed the advertising message.
If the text of this communication was black and white, on it for 3 seconds time to draw the attention of 31% of the respondents. Coloured labels for the same time, 82% of participants noticed. But how often do you long to examine these bills in the store? When asked whether buyers want to return to a particular store, the recipients of black-and-white checks answered in the affirmative only in a quarter of cases, while those wishing to visit again appeared among the two-thirds of the holders of colored checks.
gaze tracking
DESIGN OF THE SITE OR advertising posters can be arbitrarily beautiful, but those who really want to attract buyers should consider one more thing. If the location of the nice looking items on the page are not optimal, the product will attract very few people.
What is the location of "the best"? in cognitive science experts argue that it is possible to find out with the help of recording eye movements or eye tracking. The subject still sitting in the chair and sees the web page or ad layout. The infrared camera near the monitor is aimed at a person in a chair and registers the movement of his eyes. The data from the camera processes the special program. It builds a path along which walked view of the subject, and puts it on the user scanned image. Any stop look at a specific location on the screen is marked by a circle, and the larger the diameter of the circle, the more the user's eye falls at this point.
For each ad layout or site "hot spots" are in different places, but there are general laws. Children and pets often divert attention to himself, but it can be controlled if to portray them in the correct positions. As a rule, the subjects look to the same place and the people depicted on the posters. For example, if the advertisement shampoo model looks forward the most views will be sent to her in the eye, and the product itself will remain on the sidelines.
In addition to the bright and colorful images of pages, with the help of sight can track and analyze the text and tables. This, incidentally, are engaged and Russian scientists. Most research shows that people rarely finish leaflets to the last stitch. So the introduction to the article - it is really the most important part of it to the reader
. The substitution of concepts
STEEL XS breaks instead of the usual S?
Do not hurry to rejoice. Such a reduction in size can not mean that your training program has been effective, but the fact that marketers have caught on a hook. Clothing sizes on labels are deliberately reduced. The fact is that when a woman who dreams to lose weight and look irresistible, comes to the store to find that suddenly found itself closer to the ideal of his own, than expected, her mood and self-esteem increase. As a result, the clothes "lying about the salvation" of the brand is associated with pleasure, so more like it, and the customer has come for her again and again.
Manufacturers of fast food is not lagging behind in creativity. Only they are moving in the opposite direction: increased portion size, leaving the former name. A standard serving of French fries put on weight over the past 40 years in 2 times. Given the fact that together with the mass portion grew and its price, consumers are unwittingly eating more (and the sellers - to receive more). Confirmation of this, at least in the US - a wholesale obesity, which not so long ago in this country declared the disease
. Smell
ALTHOUGH most information we receive from the organs of vision, have the sense of smell, there is one indisputable advantage over all other feelings.
Information on odors practically fed directly into the cerebral cortex as well as in the structure below it, are responsible for a variety of emotions and memory - the amygdala and hippocampus. So we remember the childhood situation only in general terms, but the smell of my grandmother's jam or a favorite book in the country remain with us unchanged until old age. In addition to the nostalgic moments of the past, the smells will help to keep in mind the images of specific products - those that we want to introduce marketers
. Two types of fragrances can be used: a general smell of the environment in which the purchase, and the smell of the product itself. For example, paper napkins and simple pencil American scientists showed that in the first and in the second case, consumers remember the product better. However, the flavor of the premises does not give effect expressed as the smell of the product. If the goods have had a smell (this also applies to those things that do not usually smell), the subjects remembered well their brand and appearance even two weeks after the experiment.
To consumers, coming into the store more often chose exclusive expensive goods, it is necessary to instill a subconscious desire for power - not forever, but just for a few minutes. More recently, US marketers have found that this should be at the point of sales soar "warm" flavor. "Cold" smells have the opposite effect.
Multisensory perception
TASK about that hard - KGS KGS lint or iron, though it looks stupid, actually reflects one important feature of our perception. Sight, hearing, smell, touch and taste are not separated from each other. Information from the eyes affects what they feel our fingers, and odors associated with specific visual images. All this is called a generic term "multi-sensory perception." There is also a multi-touch marketing - the study of how some of the product characteristics affect the perception of its other properties
. The smell and feel of
In 2010, Michigan State University conducted an experiment: Twelve students were given a sniff and touch samples of paper of different textures, but the same density, impregnated 14 different scents. Prior to this, independent experts evaluated the texture of the paper sheets and odors individually on the scale of masculinity / femininity. Limp paper associated with femininity, rougher - with the male. In the experiment of the sheets he had a "male" texture and "female" flavor, and some - on the contrary, and some samples of the modality of smell and texture match
. Participants were asked how pleasant they seem to touch the a sample of paper. Students on the whole gave the highest score sheets with a rough texture and masculine scent, and paper with texture and a soft feminine scent. Such samples did not cause cognitive dissonance.
The texture and taste of the packaging of goods
TASTE - feeling close to the sense of smell, and its perception depends also on the related data from the organs of touch.
However, experiments show that the product texture is reflected in the perception of taste is not always, but mostly if the consumer - people are not very focused or curious. research this relationship were held in the University of Michigan.
Each of the two hundred participants in the experiment were given a clear plastic cup with mineral water. Half of the glass was thin and brittle to the touch, and the half - dense and hard. Volunteers were asked to do a few sips through a straw and burn everything that they think about the quality of the drink and the convenience of the cup. Participants said that they are trying a new mineral water, which is one of the airlines want to sell on their flights. That water will be paid, the experimenters noted purposely to cause negative thoughts about it.
Those subjects who in the preliminary survey showed himself not quite focused, felt bad and tasteless water, if drank it out of thin fragile cups. The remaining mineral water seemed about the same no matter in what capacity it was poured.
Language
SEVERAL YEARS AGO IN RUSSIA on the product packaging FOREIGN COMPANIES APPEARED DECODING English word.
Sometimes they look ridiculous, for example, if the word stop and mark the footnote below is recorded as the "stop". The vast majority of buyers no explanation in this case is not necessary. Nevertheless, the meaning of the phrase to translate on the package in the native language of customers there, even for bilinguals, who are equally well aware of the two languages.
In 2008, marketers interviewed bilingual speakers of Hindi and English as they evaluate the various posters and what characteristics the subjects attributed to product that is advertised. Among the samples were products of international corporations, well-known all over the world, and local businesses.
Posters advertised and consumer goods, and valuable luxury brand. Opinions were divided: advertising Hindi associated with friends and family hearth, and posters in English - with the city atmosphere and top class life. Thus, argue the scientists, large corporations, trading shampoo and cigarettes, is to translate advertising and labels on packages to the country's official language prodazh.A billboards touted jewelry and expensive equipment, - is not necessary.
.
Colors
Primates (and the people in them) to distinguish more colors than other mammals.
It is assumed that initially it was necessary to monkeys to quickly find food - fruits and berries. Goods and services - the same food, which means that if they are colored, they will be easier to notice. The same applies to advertising texts.
Visitors to the US clothing stores, food and fast food restaurants at the checkout receipts issued with the text printed on it about a different store or foreign goods. In half of the advertising, as well as basic information on the check, was black-and-white, half - color. Buyers looking at your check for 3 seconds, after which they were asked whether they noticed the advertising message.
If the text of this communication was black and white, on it for 3 seconds time to draw the attention of 31% of the respondents. Coloured labels for the same time, 82% of participants noticed. But how often do you long to examine these bills in the store? When asked whether buyers want to return to a particular store, the recipients of black-and-white checks answered in the affirmative only in a quarter of cases, while those wishing to visit again appeared among the two-thirds of the holders of colored checks.
gaze tracking
DESIGN OF THE SITE OR advertising posters can be arbitrarily beautiful, but those who really want to attract buyers should consider one more thing. If the location of the nice looking items on the page are not optimal, the product will attract very few people.
What is the location of "the best"? in cognitive science experts argue that it is possible to find out with the help of recording eye movements or eye tracking. The subject still sitting in the chair and sees the web page or ad layout. The infrared camera near the monitor is aimed at a person in a chair and registers the movement of his eyes. The data from the camera processes the special program. It builds a path along which walked view of the subject, and puts it on the user scanned image. Any stop look at a specific location on the screen is marked by a circle, and the larger the diameter of the circle, the more the user's eye falls at this point.
For each ad layout or site "hot spots" are in different places, but there are general laws. Children and pets often divert attention to himself, but it can be controlled if to portray them in the correct positions. As a rule, the subjects look to the same place and the people depicted on the posters. For example, if the advertisement shampoo model looks forward the most views will be sent to her in the eye, and the product itself will remain on the sidelines.
In addition to the bright and colorful images of pages, with the help of sight can track and analyze the text and tables. This, incidentally, are engaged and Russian scientists. Most research shows that people rarely finish leaflets to the last stitch. So the introduction to the article - it is really the most important part of it to the reader
. The substitution of concepts
STEEL XS breaks instead of the usual S?
Do not hurry to rejoice. Such a reduction in size can not mean that your training program has been effective, but the fact that marketers have caught on a hook. Clothing sizes on labels are deliberately reduced. The fact is that when a woman who dreams to lose weight and look irresistible, comes to the store to find that suddenly found itself closer to the ideal of his own, than expected, her mood and self-esteem increase. As a result, the clothes "lying about the salvation" of the brand is associated with pleasure, so more like it, and the customer has come for her again and again.
Manufacturers of fast food is not lagging behind in creativity. Only they are moving in the opposite direction: increased portion size, leaving the former name. A standard serving of French fries put on weight over the past 40 years in 2 times. Given the fact that together with the mass portion grew and its price, consumers are unwittingly eating more (and the sellers - to receive more). Confirmation of this, at least in the US - a wholesale obesity, which not so long ago in this country declared the disease
. Smell
ALTHOUGH most information we receive from the organs of vision, have the sense of smell, there is one indisputable advantage over all other feelings.
Information on odors practically fed directly into the cerebral cortex as well as in the structure below it, are responsible for a variety of emotions and memory - the amygdala and hippocampus. So we remember the childhood situation only in general terms, but the smell of my grandmother's jam or a favorite book in the country remain with us unchanged until old age. In addition to the nostalgic moments of the past, the smells will help to keep in mind the images of specific products - those that we want to introduce marketers
. Two types of fragrances can be used: a general smell of the environment in which the purchase, and the smell of the product itself. For example, paper napkins and simple pencil American scientists showed that in the first and in the second case, consumers remember the product better. However, the flavor of the premises does not give effect expressed as the smell of the product. If the goods have had a smell (this also applies to those things that do not usually smell), the subjects remembered well their brand and appearance even two weeks after the experiment.
To consumers, coming into the store more often chose exclusive expensive goods, it is necessary to instill a subconscious desire for power - not forever, but just for a few minutes. More recently, US marketers have found that this should be at the point of sales soar "warm" flavor. "Cold" smells have the opposite effect.
Multisensory perception
TASK about that hard - KGS KGS lint or iron, though it looks stupid, actually reflects one important feature of our perception. Sight, hearing, smell, touch and taste are not separated from each other. Information from the eyes affects what they feel our fingers, and odors associated with specific visual images. All this is called a generic term "multi-sensory perception." There is also a multi-touch marketing - the study of how some of the product characteristics affect the perception of its other properties
. The smell and feel of
In 2010, Michigan State University conducted an experiment: Twelve students were given a sniff and touch samples of paper of different textures, but the same density, impregnated 14 different scents. Prior to this, independent experts evaluated the texture of the paper sheets and odors individually on the scale of masculinity / femininity. Limp paper associated with femininity, rougher - with the male. In the experiment of the sheets he had a "male" texture and "female" flavor, and some - on the contrary, and some samples of the modality of smell and texture match
. Participants were asked how pleasant they seem to touch the a sample of paper. Students on the whole gave the highest score sheets with a rough texture and masculine scent, and paper with texture and a soft feminine scent. Such samples did not cause cognitive dissonance.
The texture and taste of the packaging of goods
TASTE - feeling close to the sense of smell, and its perception depends also on the related data from the organs of touch.
However, experiments show that the product texture is reflected in the perception of taste is not always, but mostly if the consumer - people are not very focused or curious. research this relationship were held in the University of Michigan.
Each of the two hundred participants in the experiment were given a clear plastic cup with mineral water. Half of the glass was thin and brittle to the touch, and the half - dense and hard. Volunteers were asked to do a few sips through a straw and burn everything that they think about the quality of the drink and the convenience of the cup. Participants said that they are trying a new mineral water, which is one of the airlines want to sell on their flights. That water will be paid, the experimenters noted purposely to cause negative thoughts about it.
Those subjects who in the preliminary survey showed himself not quite focused, felt bad and tasteless water, if drank it out of thin fragile cups. The remaining mineral water seemed about the same no matter in what capacity it was poured.
Language
SEVERAL YEARS AGO IN RUSSIA on the product packaging FOREIGN COMPANIES APPEARED DECODING English word.
Sometimes they look ridiculous, for example, if the word stop and mark the footnote below is recorded as the "stop". The vast majority of buyers no explanation in this case is not necessary. Nevertheless, the meaning of the phrase to translate on the package in the native language of customers there, even for bilinguals, who are equally well aware of the two languages.
In 2008, marketers interviewed bilingual speakers of Hindi and English as they evaluate the various posters and what characteristics the subjects attributed to product that is advertised. Among the samples were products of international corporations, well-known all over the world, and local businesses.
Posters advertised and consumer goods, and valuable luxury brand. Opinions were divided: advertising Hindi associated with friends and family hearth, and posters in English - with the city atmosphere and top class life. Thus, argue the scientists, large corporations, trading shampoo and cigarettes, is to translate advertising and labels on packages to the country's official language prodazh.A billboards touted jewelry and expensive equipment, - is not necessary.
