Question

In our synchronous lecture we discussed what evaluative conditioning is. Have you ever seen an ad on tv/instagram/facebook etc, that after watching the advertisement it made you want to buy the item? If yes, what do you think affected your decision to buy the item from a psychology lens? If no, what factors do you think resulted in you not buying the item? How would you use these psychological principles to affect people buying items?

Answer 1

Consumer Buying Behaviour is completely dependent upon customers perception over the goods and services. The self image which they create in their minds is the basis for buying a product or taking service from outside. It has a direct impact on the buying behaviour of the consumer.

Eg - Taglines such as Parle G for Genious, Nirma - Washing Powder Nirma - These ad jingles leave an undying impact on the mind's of the customer that make them go buy the product.

There are several perceptual tendencies basis which customer's perception role plays:

- Visual Influence : Eye pleasing trap

- Gustatory influence : Purchases based on the taste of the product.

- Olfactory sense : Based on sense of smell that influence the customer to purchase any product. Eg - Hot food cooked in the restaurant

- Tactile : On basis of touch specially when buying clothes.

- Auditory sense - Based on the sound of maybe a coffee machine or popcorns popping.

Purchase of any product or service is highly dependent of the image created in the mind of your customers.

- Absence of these factors will decrease the purchase of the products and your customer not willing to buy it. Presentation being the key asset .