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    Consumer Psychology: Best Version, #1
    Consumer Psychology: Best Version, #1
    Consumer Psychology: Best Version, #1
    Ebook74 pages59 minutes

    Consumer Psychology: Best Version, #1

    By Angel Ruiz

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    About this ebook

    Have you ever wondered why you end up buying things you didn't plan on? Or why you feel an irresistible attraction to certain brands and products? "Consumer Psychology" is a deep and fascinating journey into the mysteries of the mind when it comes to buying, revealing how and why we make consumer decisions that, many times, we ourselves don't fully understand. This book not only gives you an inside look into the buyer's brain, but also shows you the power of emotions, social influence, the effect of exclusivity and scarcity, and even the visual and sensory tricks that shape our perception and lead us to buy.
     

    In each chapter, the secrets behind the marketing strategies that brands use to capture our attention and, without us realizing it, guide us towards the product they want to sell us are revealed. From the impact of discounts and deals, to price anchoring and the illusion of choice, Consumer Psychology takes an in-depth look at the techniques companies use to make purchasing feel like a reward and, in turn, an inevitable decision. This book invites you to understand how these methods operate, exposing the influence of dopamine and the reward effect on our minds, so that you can spot psychological traps before you fall into them.
     

    But it's not just about persuasion tactics: Consumer Psychology also addresses ethical aspects in marketing, questioning to what extent it is acceptable to influence the consumer's mind. This book explores the human side of selling, raising the importance of respectful and responsible marketing that does not sacrifice honesty in the name of sales. With a balanced perspective, it shows you not only how consumer techniques affect you, but also how you can develop a more conscious and healthy relationship with the market around you.

     

    If you want to empower yourself and become a more informed consumer, this book gives you the tools to understand the "why" behind every purchase and every decision. "Consumer Psychology" is essential reading, both for those who want to learn how to protect themselves from subtle brand manipulation, and for those who work in marketing and seek to apply ethical and effective strategies. Discover how the most invisible elements of consumption work, and learn to identify the signals that marketing psychology experts have been using for years to guide your steps. This book will not only change the way you shop, but also the way you see the commercial world around us.

    LanguageEnglish
    PublisherAngel Ruiz
    Release dateNov 15, 2024
    ISBN9798230643883
    Consumer Psychology: Best Version, #1

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      Book preview

      Consumer Psychology - Angel Ruiz

      The Buyer's Brain

      When we enter a store or browse the Internet looking for something to buy, we are not fully aware of everything that is happening in our brain. Although we believe that our purchasing decisions are rational and logical, in reality, they are often guided by automatic processes and emotional reactions. The buyer's brain is a space where visual stimuli, unconscious desires and emotional responses mix, and understanding how it works helps us understand why we buy things that, sometimes, we don't even need.

      First, we need to understand that the brain is divided into several parts, and each plays a role in our purchasing decisions. One of the main players in this process is the limbic system, which is responsible for our emotions. When we see an attractive product or hear music we like in a store, the limbic system is activated, creating feelings of pleasure and well-being. This is the same system that is activated when we eat something delicious or listen to a song that brings back good memories. Brands know this, and that is why they try to create an environment where the senses are stimulated and those positive emotions are awakened.

      The brain also has an area called the prefrontal cortex, which is responsible for rational decisions and analyzing options before acting. However, the prefrontal cortex is not always in control of purchasing decisions. Although it is activated when we evaluate the price of a product or think about its usefulness, its functions can be interrupted by emotions or the desire for reward, making our final decision based more on how the product makes us feel rather than whether we really need it.

      Another important component of a shopper's brain is the reward circuit, which is made up of several structures, including the nucleus accumbens. This part is activated when we anticipate something we want and that we believe will make us feel good. When a product attracts us or we think that buying something will make us happier, this circuit releases dopamine, a substance that makes us feel good. The release of dopamine creates a feeling of pleasure and anticipation that motivates us to act, to buy in this case, to obtain that reward. This mechanism is so powerful that sometimes we ignore any logical or rational reason and buy simply to experience that small dose of happiness that we anticipate.

      Advertising and marketing are designed to capture our attention and activate these areas of the brain in specific ways. For example, eye-catching images, vibrant colors, and words that appeal to our emotions are quick to grab our attention. Once we are hooked by an advertisement, the brain goes to work imagining what it would be like to own that product or experience that situation. It’s an almost automatic process, and most of the time it happens without us even noticing.

      The environment in which we shop also plays a key role in the buyer’s brain. Stores are often designed to guide our journey and to strategically display products to us. A store with good lighting, pleasant music and warm colours creates an environment that reduces our stress and makes us feel more relaxed and open to spending money. Online, e-commerce platforms use similar strategies. Well-designed websites, with products that seem recommended just for us and with personalised messages, activate the feeling of exclusivity and convenience in our brain, motivating us to click buy now.

      Another interesting aspect of the buyer’s brain is the so-called availability bias. This bias causes the brain to value more options that have been seen recently or that are fresh in the mind. That’s why when we see an advertisement several times or hear someone talk about a specific product, we are more likely to consider it when the time comes to buy, even if there are better or cheaper options. Brands take advantage of this bias by repeating their messages over and over again, so that their products are always available in the consumer’s mind.

      Repetition is a powerful tool in marketing because our brains tend to trust the familiar. When we see a product or brand in many places, our brains begin to perceive it as trustworthy, even if we have no objective reason to believe it. It’s as if the brain were saying, If I see it so often, it must be good. Big brands spend millions on advertising so that consumers see them everywhere. This recognition builds a kind of relationship of trust, which, although not deep, can be enough to tip the balance when making a purchase decision.

      Finally, the buyer's brain is also influenced by the decisions made by other people. We like to think that our choices are individual, but in reality we are social animals and we are affected by what others choose or recommend. When we see that many people are buying a product, either in a store or through social media, the

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