On the surface, purchasing decisions appear to be simple. We purchase what we need and want, based on price, quality and availability. But underneath the surface, there’s a complex psychological dance going on. Our moods, personalities, cultures, cognitive biases and social cues all shape purchasing decisions in fascinating and sometimes irrational ways. Understanding some key terms in consumer psychology can help marketers and buyers make informed decisions.
The Emotional Drivers of Buying Behaviour
Buying decisions are driven by emotions. People want to buy things to fulfil their needs. They want to feel valued, belong to a group, and be self-actualized. Abraham Maslow’s hierarchy of needs describes how people start with basic physiological needs and then work their way up to higher needs such as esteem, self-fulfilment, and autonomy. In addition, Maslow’s theory of self-determination also looks at how fulfilling needs such as competence, autonomy and relatedness drive behaviour.
Luxury brands and high-end products appeal to people who want to feel superior and worthy. People also buy things because of their feelings of excitement, happiness, pride, or satisfaction. The thrill of buying something new or collecting something valuable can be a powerful emotional experience. On the other hand, people may be discouraged from making purchases due to fears, anxieties, or feelings of guilt. For example, limited-time sales targets people who are afraid of missing out on something. Promotions such as “You deserve it!”
Personality Traits That Shape Shopping Habits
While emotions play a role in buying behaviour, a person’s personality plays a role as well. The Five Factor Model of Personality (FTM) looks at openness, conscientiousness and extraversion, as well as agreeableness and neuroticism. People with higher FTM scores tend to be more open to novelty and variety when it comes to shopping.
Conscientious types tend to be more methodical when it comes to buying. Extraverts like to shop socially, while introverts like to shop online. Agreeable people tend to avoid conflict and are more brand loyal. Less agreeable consumers like to argue over deals. Emotionally stable people tend to make rational buying decisions. In addition to the five FTM’s, other factors influence consumer behaviour. These include: Frugality Materialism, Compulsive shopping, Price consciousness, Impulsiveness psychological profiling. By understanding consumer personalities, more precise and hyper-personalised marketing appeals can be made.
The Tug-of-War Between Emotions and Logic
When it comes to the psychology of purchasing decisions, there’s a fine line between emotion and logic. People weigh need vs. want, value vs. price, informal cost vs. benefit – especially for large purchases – and brand reputation plays a role too. Human decision-making isn’t as rational as we like to think it is. Using the Elaboration Likelihood Model, it’s clear that human decisions are often driven by emotions and impulsive impulses.
The Elaboration Likelihood Model shows how emotional, impulsive factors often override logic. When we’re not motivated or able to make a decision, we rely on our mental shortcuts and the emotional appeal of a product or service. Visual cues like what we see, hear, smell, and feel in the shopping experience can also influence behaviour on an unconscious level. No matter how rational you think your purchases are, emotions can creep in.
Think-Feel-Do: A Model for Marketing Appeals
The think-feel-do framework shows how consumer psychology works. First, marketers tell consumers about the benefits and features of the product (the “think”). Then, they try to connect the “feel” with how consumers “feel” about the product.
Finally, they prompt the desired action (the “do”). For example, think about an SUV. It’s advertised as having top-of-the-line horsepower and fuel economy. Then, the “feel” is the image of a family on an adventure in nature. Now, the “do” is taking the viewer to a dealership for a test drive. When marketers match the “feel” and “do” of a product, they drive the desired behaviour. Emotional factors often take precedence over rational factors due to their inherent visceral power.
Cognitive Biases That Influence Purchasing Decisions
Cognitive biases are patterns of systematic thinking errors that affect buying decisions.
The bandwagon effect, or herd mentality, causes people to buy a popular product or follow a trend just because others are doing it.
The IKEA effect, on the other hand, causes consumers to value a self-assembled product more than a pre-assembled one because they are overly proud of their small efforts.
Anchoring, or pointing to a particular point of reference, causes people to judge an item as being expensive if no cheaper alternative is first presented.
The scarcity effect, or scarcity heuristic, causes people to value products with limited time or scarce items more and buy them impulsively.
Choice paralysis, or too many options, causes people to feel overwhelmed and unable to make decisions. All of these irrational heuristics have a significant impact on buying behaviour.
The potent influence of social factors on the psychology of purchasing decisions
In addition to internal processes, social factors play a significant role in influencing purchasing decisions. For example, peer reviews, word of mouth, recommendations from friends, and influencer reviews all play a role in determining whether or not a product is worth buying. Consumers also rely on social proof that others have purchased and enjoyed a product, which taps into a basic human need to replicate and fit in.
The Solomon Ashe Conformity Experiment reveals that some people will ignore obvious facts to follow the group consensus. FOMO (Fear of Missing Out) is another factor that drives purchasing decisions, driven by peer pressure and fear. Social media allows 24/7 access to people’s purchases, which amplifies FOMO. Lastly, consumers use brands and products as a way to build their own identity and social status.
Cross-Cultural Differences in Consumer Values
Buying decisions are influenced by human psychology, but they are also influenced by cultural factors. Collective cultures value group unity, shared objectives, and avoidance of social reproach. Purchasing decisions reflect this through gifts, brand affinity, and cultural compliance. Individualistic cultures are driven by individual values, individuality, and status accumulation.
Cultural tightness and looseness theory states that tight cultures have more stringent standards and deviations are penalised. This results in cautious, carefully researched purchases and brand affinity. Loose cultures allow more flexibility and experimentation. Consumers are more spontaneous and open to trying new brands. Understanding these cultural dynamics helps fine-tune global marketing.
Lessons for Marketers and Consumers
What are the key takeaways for marketers and buyers from consumer psychology? For marketers, a deep understanding of emotions and alignment of campaigns to meet needs will lead to engagement. For buyers, a deeper understanding of personalities and lifestyles will lead to relevance. Promotions should take into account biases such as scarcity and homogeneity. Emotional triggers and biases can be identified in marketing.
Consumers can be helped to assess what truly brings them joy and value. Using reviews rather than impulsiveness or challenging groupthink will reduce impulse spending. Cross-cultural differences can also prevent ethnocentric interpretations of foreign marketing strategies. Consumer behaviour is complex. But the dance between emotion, logic and social factors is unbroken. Marketers need to get into the heads of consumers. Buyers need to get into their heads. When psychology and purchasing come together, it benefits everyone.
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