Present benefit is preferable to future benefit.

[mimakte]

As a result, the car dealership visitor is more willing to accept the offer of technical service, and the beauty salon client is satisfied not only due to the successful makeup, but also the pleasant smell in the room.

Color and light

A product that the seller is trying to sell as quickly as possible can be illuminated brighter than the neighboring packages and also have a prominent colored price tag.

Kinesthetics of space

Man has retained some estonia email list animal instincts in the course of long evolution. Thus, the buyer subconsciously strives for safety and comfort, and if it is possible to overcome his fears, to create an atmosphere of security for him, then he will be much more willing to make a deal.

Authority effect

According to research by representatives of sociology and psychology of marketing, a person is inclined to imitate the behavior of authoritative people, respected persons. This explains the participation of various celebrities in advertising of world brands. The appearance of a person in a white coat acts in a similar way, even when his name and profession are unknown. In many cases, such an image inclines the consumer to act without worrying too much about the consequences.

Present benefit is preferable to future benefit.

If a person can get the benefits of a purchase immediately, he will make it more willingly than if they are promised after some time.

Benefit in the present

As a result, the consumer is more likely to use a discount here and now than a cashback offer that allows them to make a deal at an even better price, but only next time.

Majority opinion

A person subconsciously tries to shift responsibility for his choice to others. This behavioral feature is used in marketing when we see offers like “bestseller”, “100,000 copies sold”, “we work in 35 countries of the world”, etc.

Reviews work in the same way, from which a potential buyer does not so much draw information as find out whether enough people were satisfied with the choice he intends to make.

Avoiding losses

People tend to attach more importance to eliminating possible losses and costs than to analyzing possible benefits from a purchase. As a result, the choice is often dictated not by the ratio of quality and cost of the product, but by the desire to get reliability in exchange for money.

For example, a new analogue in purpose and quality appears on the counter next to a cosmetic product, and it costs 20% less. It should be preferred when choosing a product, but for reasons of minimizing risk and obtaining reliability, the buyer is more willing to buy a proven option, although he has to overpay.


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