You think you may think you made a free choice but you picked up that item because a buyologist most likely tapped into your subconscious mind.
Martin Lindstrom a Dane, is the author of Buyology—Truth And Lies About What We Buy (Doubleday) and Tricks Companies Use to Manipulate Our Minds and Persuade Us To Buy (Crown). Lindstrom reportedly conducted a $ 3 million word-of-mouth marketing experiment to study the effects of social influence on purchasing decisions. He also is said to have studied the behavior of 2000 people for three years to determine the human psyche and how the subconscious mind plays a major role in deciding what the buyer will buy.
Buyologist Dana Sturges, co-founder of the research firm Buyology Inc. (www.buology.com), stated many consumers are made to buy by the non-conscious mind, so packages should be appealing to the emotions,
She made her remarks before an audience of cosmetic packagers. In my mind, packagers are very talented because they can get consumers to pay as much as $200 for ingredients that may cost $2. It is the containers and, of course, the promotions which entice and result in the high price.
The website for Buyology Inc. notes at least 85% of human decisions are governed by the non-conscious (instinct, intuition, emotions & desires and memories & values). Over $80 billion is spent each year measuring the 15% that is conscious. These measurements account for nearly 100% of the facts that currently guide business decisions. Buyology has developed proprietary web-based technology to help companies make better decisions on how to more effectively & efficiently connect with their current & prospective customers by accessing, measuring and understanding consumer non-conscious responses. Rigorously measuring the non-conscious provides clients with a huge competitive advantage that is currently the exclusive province of Buyology Inc.
Designers are definitely in the game to entice you to buy.
Design Magazine’s website says: “ The success of a product depends a lot on how it looks or how well the package is designed. In other words, packaging companies need to know that successful packaging has a lot to do about good designing. http://www.packagedesignmag.com.
“When a shopper views a product, it is never seen alone. From a viewing distance, there are several products arranged in many columns and shelves and it doesn’t take time to get the buyer distracted. The shopper sees a variety of patterns and a number of products. The design or pattern of the package should be attractive enough to attract the attention of shoppers. This is then they will go for a closer look. The product should be distinctive and appealing when on the shelf. In other words it should have a ‘shelf impact’ which plays a major role in marketing a product. Shelf impact needs to be tested in the designing stage.”
Now, if they experts would only make the packaging easier to open, I’ll buy that. The plastic bubble wrap and the “cemented” tops of jars and the “press and turn” instructions on bottles make it difficult for a