by Alecia Wright
Psychology and marketing are closely tied. Maybe I have a keener eye than most due to my undergraduate degree in Psychology and graduate degree in Marketing, but I can’t help but wonder why our unconscious minds drive our behavior and motivate us to buy.
Some interconnected marketing/psychology questions include:
- What is the psychology behind why we buy?
- Does product placement actually work?
- Why do we feel like we HAVE TO get the latest iPhone model?
- Why do we repeatedly buy one brand over others?
- Why do we wait in line at Starbucks every morning, as if on autopilot?
I’ll answer these questions (and more) below, based on my research.
1. What is the psychology behind why we buy?
As an avid consumer, I’ve always wondered about the psychological factors behind purchase behaviors. Little did I know that there are rational, neurological explanations for common buying behaviors. I read “Buyology: Truth and Lies about Why We Buy” by Martin Lindstrom, which revealed some fascinating insights based on this global branding expert’s extensive neuromarketing studies.
What is neuromarketing, you ask? Neuromarketing uses brain scanning devices such as functional Magnetic Resonance Imaging (fMRI) to reveal consumer preferences, specifically which parts of their brains are activated in response marketing stimuli presented.
2. Does product placement actually work?
Product placement only works if it is seamlessly incorporated into the storyline. [Examples: Reese’s Pieces in ET & Raybans in Top Gun]. In American Idol, product placement of Coca Cola was strategically implemented into the show’s storyline (judges drank it from iconic red cups). Ford, which only played during commercials, was a colossal fail, however, because the product did not integrate well with the show.
The Story Behind Reese’s Pieces in ET
Did you know that Steven Spielberg originally wanted to lure ET using M&Ms? However, the candy company Mars wasn’t interested in the deal (and considered ET to be ugly). Hershey, on the other hand, was looking for a way to boost sales of its new peanut-butter candy — Reese’s Pieces — which Jack Dowd, Hershey’s VP of New Business Developments, accepted. After E.T was released in 1982, sales of Reese’s Pieces shot up 65%!
The $1 million deal promised advertisements tying Reese’s Pieces to ET, like this one:
ET wasn’t the first case of product placement, but it has been heralded as one of the most successful.
Here’s a spoof of sponsored advertisements from Wayne’s World: https://youtu.be/8lgLYGBbDNs
And here’s Stephen Colbert shamelessly promoting Sabra hummus: https://youtu.be/XG78zEhuPCI?t=3m28s
3. Why do we feel like we HAVE TO get the latest iPhone model?
Brand popularity, such as with Apple products, can be due to imitation of mirror neurons. We aspire to have what others have, because our purchases represent social status.
4. Why do we buy one brand over others? Coca Cola, Oreo, etc.
Somatic markers: our brain makes shortcuts when we buy. We remember what we like and tend to repurchase in order to save time and effort. Plus, who doesn’t like Oreos? Maybe we mindlessly choose Jif peanut butter every time at the grocery store because we subconsciously have childhood memories associated with it.
5. Why do we wait in line at Starbucks every morning, as if on autopilot?
Habits/rituals reflect a need for comfort and control in our hectic lives. Our daily grande iced caramel latte gives us comfort, and a caffeine boost that we can control.
6. Does sex really sell?
Surprisingly no, according to Lindstrom. Groups who watched programs such as Sex & the City had worse recall of advertisements than those who watched Malcolm in the Middle. The controversy of sex sells.
7. In a study conducted by Lindstrom, why did subjects continue to smoke despite graphic nicotine warnings on cigarettes?
Findings: Cigarette warnings stimulated the nucleus accubens or “craving spot” of the brain known for desire of food, sex, gambling, and drugs. Warnings actually encouraged smokers. (Because sometimes being rebellious feels good).
8. Do people actually prefer the taste of Pepsi over Coke? If so, why don’t sales reflect this preference?
Despite Coca Cola’s unparalleled dominance in the carbonated beverage sector, a 1975 blind “sip test” revealed that more than 50% of testers actually preferred Pepsi over Coke. Therefore, why didn’t sales support this preference? Some people may have a genuine, rational preference for Pepsi. However, these same individuals might claim allegiance to Coke given its emotional brand history and engagement.
“The more companies know about our subconscious needs and desires, the more useful, meaningful products they will bring to the market. After all, don’t marketers want to provide products that we will fall in love with? Stuff that engages us emotionally, and that enhance our lives? … Imagine more products that earn more money and satisfy consumers at the same time. That’s a nice combo.”
Overall, we are affected by marketing — whether we’re aware of it or not. Hopefully now you have insight into your purchase behaviors that you never realized before!
To find Lindstrom’s book “Buyology” on Amazon, click here. If you’re interested in the psychology of consumer marketing, I guarantee you’ll enjoy the read.