Behavioural Economics
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Emotional and Logical Connections in the Purchase Decision Process

Emotional and Logical Connections in the Purchase Decision Process | Behavioural Economics | Scoop.it

Understanding the emotional and logical connections in the purchase decision process is becoming a science more than an art.

 

Most consumers make purchase decisions based on an emotion, which can manifest through peer pressure, personal relationships, advertising, location, economic conditions, etc. People are driven by their hearts first and foremost. Gut instinct, physical attraction, fear, love, etc…these are powerful motivators for consumers.

 

Typically, whatever emotion leads to the desire to purchase a product – or the selection of one product over another – creates a void in the mind of the buyer post purchase. Did I make the right choice? Should I have chosen the other product? Will I regret this in six months? All are common questions that move to the front of the consumer’s mind. Of course, the larger the purchase the more evident and powerful this void is.

 

To fill in this void, consumers will seek some form of logical justification to qualify the purchase decision. They will fabricate it or crowdsource it through peers, whatever it takes to put their minds at ease and kill the uncertainty that’s instinctually present after the purchase. Sales and marketing teams must be cognizant of the factors that create emotional connections with prospects and buyers, and create the content or outreach that satisfies each....


Via Jeff Domansky
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

The tide of content relating to emotion and our purchase decisions just keeps getting bigger ... and rightly so too

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Jeff Domansky's curator insight, December 8, 2013 10:19 AM

Sam Fiorella says it's time to get emotional when it comes to content marketing as well.

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Behavioural science, CX and why we should test more things | Adrian Swinscoe

Behavioural science, CX and why we should test more things | Adrian Swinscoe | Behavioural Economics | Scoop.it
Behavioural science, customer experience and why we should test more things - Interview with Rory Sutherland of #ogilvychange
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

First think about removing anti-nudges, i.e. the little things that stop people from doing certain things or feel comfortable about taking a new action ... could apply to almost anything in a 'selling' environment, e.g. generate a lead via your website, accept change is the right thing to do in a F2F sales meeting, etc ... as always Mr Sutherland's observations are spot on!

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Digital Disruption: Unleashing the Next Wave of Innovation

Your old business model won't work. Are you ready to face competitors taking advantage of disruptive technologies like mobile and social? To succeed, you, too,

Via Fred Zimny
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

Digital disruption to help behavioural change - possibly making collaboration easier than ever ... and in places it didn't exist previously

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Top 10 market research blogs

Top 10 market research blogs | Behavioural Economics | Scoop.it

"As a mobile market research company, we like to keep updated about the latest innovations and trends within our industry..."

©


Via Leona Ungerer, Srikant Manchiraju
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

Personally, I love the material and thinking in the BranJuicer blog and Ray Poynter's future thinking ... nice list for all my friend in the market research community

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Belkacem Nabout's curator insight, November 29, 2013 4:16 PM

Grâce à UnKube vous pouvez avoir des gains CONSEQUENTS, MENSUELS, DURABLES et le plus important :
qui viennent de sources différentes.
www.unkube.com/Belgouche

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Feeling Your Consumer: What Marketers Are Missing About Making Emotional Connections

Feeling Your Consumer: What Marketers Are Missing About Making Emotional Connections | Behavioural Economics | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

Via Neil Gains, Sandra Pickering @opento
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

How does your company's interactions make your customers feel? Glad to see more emphasis being placed on "feeling" rather than "thinking"

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4twenty2's curator insight, December 3, 2013 6:09 AM

Interesting article!  Another example of mirroring is when a person is feeding a young child.  As the spoon of food approaches the toddlers mouth, the adult holding the spoon will invariably open their own mouth at the same time as the child does.  Its either mirroring in the adult or the adult hoping the child will activate their "mirror neurons" and follow suit!! 

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The power of social recommendations - Dynamic Business

The power of social recommendations - Dynamic Business | Behavioural Economics | Scoop.it
Dynamic Business The power of social recommendations Dynamic Business Positive and negative comments alike about customer service experiences and product ratings are proliferating across social networks and review forums, creating a virtual trust...
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

The power of social proof

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Inside the Coalition's controversial 'Nudge Unit' - Telegraph

Inside the Coalition's controversial 'Nudge Unit' - Telegraph | Behavioural Economics | Scoop.it
Deep inside Whitehall, psychologists are finding ways to make you insulate your loft, pay your taxes, and even quit smoking. Is the Coalition's controversial 'Nudge Unit' finally paying off?

Via Dan West
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

I for one am delighted the 'nudge unit' has passed its probationary period and look forward to seeing more positive social nudges coming from the unit to improve the state of our nation (particularly its health) - find out more about them from this Telegraph piece

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Dan West's curator insight, July 31, 2013 9:58 AM

Good article on some of the nudge techniques and behavioural economics employed by the goverment to get us to do things from taking up loft insulation to collecting more tax.

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Katy Perry's contribution to behavioural science

Katy Perry's contribution to behavioural science | Behavioural Economics | Scoop.it
ICYMI: my latest work-related blog on PR, behavioural science and Katy Perry https://t.co/RSoqSXK2gl
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

I like the idea of discovering the content types which resonate with your key audiences, and what kinds of reaction this content generates (hopefully guiding to and along your sales 'funnel')

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Emotional and Logical Connections in the Purchase Decision Process

Emotional and Logical Connections in the Purchase Decision Process | Behavioural Economics | Scoop.it

Understanding the emotional and logical connections in the purchase decision process is becoming a science more than an art.

 

Most consumers make purchase decisions based on an emotion, which can manifest through peer pressure, personal relationships, advertising, location, economic conditions, etc. People are driven by their hearts first and foremost. Gut instinct, physical attraction, fear, love, etc…these are powerful motivators for consumers.

 

Typically, whatever emotion leads to the desire to purchase a product – or the selection of one product over another – creates a void in the mind of the buyer post purchase. Did I make the right choice? Should I have chosen the other product? Will I regret this in six months? All are common questions that move to the front of the consumer’s mind. Of course, the larger the purchase the more evident and powerful this void is.

 

To fill in this void, consumers will seek some form of logical justification to qualify the purchase decision. They will fabricate it or crowdsource it through peers, whatever it takes to put their minds at ease and kill the uncertainty that’s instinctually present after the purchase. Sales and marketing teams must be cognizant of the factors that create emotional connections with prospects and buyers, and create the content or outreach that satisfies each....


Via Jeff Domansky
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

The tide of content relating to emotion and our purchase decisions just keeps getting bigger ... and rightly so too

more...
Jeff Domansky's curator insight, December 8, 2013 10:19 AM

Sam Fiorella says it's time to get emotional when it comes to content marketing as well.

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A Monochrome Lego Set To Teach Tomorrow's Architects

A Monochrome Lego Set To Teach Tomorrow's Architects | Behavioural Economics | Scoop.it

There’s a reason that every single brick of the 1,200+ Lego Architecture Studio set is white: It’s a serious effort by Lego to get bricksmiths young and old the world over thinking about the core concepts of architectural design, not just a Lego building’s bright, Technicolor facade.


"We rarely offer a toolkit in only one color, but using white actually creates natural lines and shadows that can more accurately represent architectural shapes and form," explains Lego’s brand relations director, Michael McNally. "We felt using all that white gave the kit a very 'sketchbook’ feel. And since we’ve never offered a kit that is all white, there’s that novelty factor at play for collectors, too.”


Via Lauren Moss
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

I can see my architect pal Robin having hours of fun with this ... all for professional purposes of course

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5 B2B Marketing Trends To Watch In 2014 - Business 2 Community

5 B2B Marketing Trends To Watch In 2014 - Business 2 Community | Behavioural Economics | Scoop.it
5 B2B Marketing Trends To Watch In 2014
Business 2 Community
The revolution of mobile is happening in a big way and the impact on consumer behavior—even B2B buyers—is going to have a big impact on B2B marketing best practices in 2014.
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

Using strategic marketing content to create true customer engagement is an exciting (and rewarding) possibility #21stcenturymarketing

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Rory Sutherland knows how to save marketing (Wired UK)

Rory Sutherland knows how to save marketing (Wired UK) | Behavioural Economics | Scoop.it
Why the next big technology may not be a technology at all

Via Dan West
Scott Davidson (sdavidsonuk@gmail.com)'s insight:

Brilliant Rory Sutherland gives us a different perspective to Amazon's success and how to save marketing

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Dan West's curator insight, June 20, 2013 7:26 AM

Looking at heuristics and biases such as Availability Effect, Habituation and Defaults, Social Proof and Contagion, and Game Theory and how the effect buying decisions.