Consumers spend entirely on mood and impulse.
Consumers are more enticed by ‘50% extra free’ than they are to ‘33% off.’
A bonus is a different behavior to a bribe.
If you have to bribe people to buy your product it’s not an unreasonable assumption that the product may be a bit crap.
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.
If something seems plausible, impresses us, fits with what we’d like to think, or has been sold to us persuasively, we are willing to treat it as truth.
We’re not aware of changing our minds even when we do change our minds.
And most people, after they change their minds, reconstruct their past opinion – they believe they always thought that.
The unconscious mind is the real driver of consumer behavior.
Understanding consumers is largely a matter of understanding how the unconscious mind operates.
Advertising of yesteryear favored people with literary backgrounds. Literary is still important, but so is philosophy and psychology – being able to understand how people think and rationalize.
When a person’s fear that they will miss out offsets their perceived risk in making the purchase, they have a powerful motivation to act.
How much more quickly do you press the ‘buy’ button when a website tells you it only has one of the product that you’re interested in?
When the fear of missing out overpowers the fear of making a bad choice, people will buy.
Just because something is popular doesn’t mean it’s intrinsically right.
However, because it’s much quicker, safer, and socially cohesive for us to base our decisions on what we see those around us doing, we will continue to do so in spite of the number of times it leads us astray.
The software loading bar is the greatest psychological trick of all time. As long as you can see movement on the loading bar, you’re perfectly happy for almost any length of time.
Transferrence of fear and self-loathing to an authoritarian vessel; it’s catharsis. He absorbes their dread with his narrative.
Because of this (the preacher) is effective in proportion to the amount of certainty he can project.
Certain linguistic anthropologists think that religion is a language virus that re-writes pathways in the brain.
Dulls critical thinking…
Clients have a habit of failing to explain the stuff that to them is grindingly obvious. They are quick to accuse designers of failing to understand their business, yet they often make the mistake of not explaining what they understand implicitly. They just assume everyone knows what they know.
Graphic design is the art of ‘visual presentation.’ Packaging can often end up becoming the thing of real value above and beyond the actual product itself – the packaging becomes the brand.
Social penetration theory states that humans, even without thinking about it, weigh each relationship and interaction with another human on a reward cost scale. If the interaction was satisfactory, then that person or relationship is looked upon favorably. But if an interaction was unsatisfactory, then the relationship will be evaluated for its costs compared to its rewards or benefits. People try to predict the outcome of an interaction before it takes place.
Most decision making is impulsive.
Argument is a terrible vehicle for changing behavior.
Our minds actually have two processing systems:
1.) The unconscious
2.) The conscious
The conscious tends to be very rational, very good at mathematical logic, sequential thinking, and other things like planning for deferred gratification. However it’s very very slow, not really efficient at what it does, and most of the decisions and most of the influences emerge from unconscious thinking.
Packaging that has great emotional and sensorial messages creates an instant connection based on contact, not impact, with the consumer in… half a second!
The old communications tricks will not work. Cyncism is huge among the public, and certain generations (especially Gen Y, the first generation to be marketed to ‘from the crib’) just hate advertising with all its excesses.