1. Explore how in low-effort decision-making processes unconscious factors can influence consumer behavior. Consumers decide without being consciously aware of how or why they are doing it. What factors can marketers use to influence unconscious consumer decisions in situations like this? Give examples from your own personal consumer experience to illustrate how we may be influenced to make purchases.
2. How does the concept of operant conditioning apply to consumer behavior? Do you see this concept in your own consumer behavior for some products/services? What did you find reinforcing experiences? What did you find punishing experiences? How did these experiences teach you about future purchasing decisions?
To influence buyers, you must understand their unconscious mentality. Most buying decisions are influenced by the unconscious mind, despite what people believe. Tyagi (2018), says four elements preoccupy the unconscious mind during a purchase. 1.Don’t think, just buy.People prefer impulse purchases. Thinking takes energy. Glucose fuels brain activity. More thought-intensive activities, like shopping, make people sleepy. If you make them think too much, you tire them, and the unconscious mind doesn’t appreciate that. 2. Reputation. Usually, people follow the crowd. Customers want to assume they’re pioneers, trying new items and goods first. The unconscious mind disagrees. It loves to replicate what others do. 3. Anxiety, Losing is worse than gaining. People say they prefer trying new things. A craving for novelty is a cunning camouflage. Customers are naturally wary. People suffer loss more than gain. Graves hypothesizes in Consumerology that the subconscious is focused with safety, making individuals sensitive to loss. 4. Impressions. First impressions matter. First impressions can outweigh objectivity, research reveals. First experiences, brand messaging, impressions, sensory experiences, and product reviews prime them. Graves argues customers will automatically seek evidence to support a statement (Tyagi, 2018). Cont…
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