Fourteen Lectures on Consumer Psychology

Chapter 12 Why consumers have the desire to buy
If a consumer's interest in a product stays long enough, it will be transformed into a desire to buy.Consumers often like to look for places that are the same or similar to past memories or experiences from new things. Past pleasant experiences will prompt him to buy products. What you have to do is to help consumers divert their interest and remove obstacles.

The desire to buy is a natural consequence of the development of interests
If the interest stays long enough, it will be transformed into a desire to buy.Therefore, by properly using the methods mentioned in the previous lectures, salesmen can make consumers desire to buy goods.However, there are not only these ways to make consumers desire to buy goods. As a unique psychological process, desire to buy requires separate in-depth analysis and discussion.

The generation and development of purchase desire can be divided into the following steps:

1. First of all, it is necessary to attract consumers' attention to the product. The product can be physical material, such as a car, or non-physical material, such as oil well stocks.The method of attracting attention has been introduced in the second lecture.

2. Help consumers transfer interest.In a new item, consumers need to find many similarities with the old item.In a new car, he can see elements that have brought him joy in the past.In oil stocks, he seemed to see the wealth that many friends had obtained from it.This habit of taking a piece of past experience and projecting into the future when acquainted with a new object was discussed in Lecture 5.

3. This situation of using past experiences to project into the future is somewhat similar to the situation discussed in Lecture 6.The consumer fantasizes that he is the driver, not the passenger, driving down the boulevards, and that he, not his friend, is making a fortune buying oil stocks.

4. The long list of ideas mentioned above will give people a sense of pleasure (see lectures 5 and 7).Generally speaking, the stronger the pleasure, the stronger the consumer's desire to buy.Through these, it can be concluded that if the salesman wants to strengthen the consumer's desire to buy a certain product, it can be achieved by arousing his inner pleasure.

To elicit this pleasure from consumers requires the use of imagery, which was discussed in Lecture 5.If you want to arouse consumers' vivid memories of the past, you must pay attention to selecting those memories with pleasant marks.Then associate this imagery in past memories with possible future products.Use precise words to describe a picture of consumers taking a family in a car to go outing in the countryside on Sunday morning, and then enjoy a picnic in the shade of the trees.Using the method mentioned in Lecture 7, polish each selling point with clear imagery.The slogan "Just like Mom used to do" is a great example of using this technique.

The ad evokes the consumer's desire to buy by using the following imagery: a greasy mince pie common in childhood, the tooth pierces through the pie, the deliciousness spreads in the mouth, the pleasure hits the face, and the instant the pie comes out of the oven. The sweet and spicy taste pervades the advertisement picture.Of course, the most important thing is the gentle smile of my mother. She cuts the golden pie, comes to the table, and distributes it to everyone's plate.Every element used in this ad is uplifting and desirable.Some memories of the past are now channeled into fondness for the new mince pie.

5. Advertising pictures are so vivid and attractive, they let consumers leave the center of self at a certain moment and pay attention to the product, which is very important for generating the desire to buy.Because the next step in noticing the product is to generate the desire to buy it.A child stretched out his little hand to the watch because he liked it.Adults also reach out and want to buy something because they want it.

6. Sometimes consumers buy a product immediately after noticing it, and the desire to buy is very short-lived throughout the activity.In this case, the consumer's mental activity may stay at one of the six mental activity stages of commodity purchase.The factors that hinder consumers from making direct purchases may be material: the glass window that separates the product from the consumer makes the consumer too far away from the product to see the specific appearance of the product clearly.It may also be psychological: for example, under the premise of limited budget, consumers also want to buy other products at the same time.

7. These hindering factors will make consumers feel unhappy.At this stage, the desire is accompanied by an unpleasant feeling.The stronger the desire, the stronger the unpleasant feeling will be.

8. In order to make sales successful, it is necessary to remove obstacles, so that consumers can freely enter the next stage of psychological activity of purchase.Removing obstacles is what the salesman must do.To remove the impediments, the salesman must go to great lengths to do the things mentioned in bullet point 4.

9. After the barrier is removed, the consumer is free to view the product and make a purchase decision.At this time, he will feel very happy-this is also a sign that the phase of generating the desire to buy is over.

Desire and mental activity

In order to analyze the generation and function of desire more clearly, we made a little artificial change to the stream of mental activity.Let the stream of mental activity slow down, let it flow slower than normal.In addition, the following facts are temporarily ignored:

1. After the blocking factors are removed, the consumer can fiddle with the product freely, and his mental activity enters the stage of deciding to buy.Although the consumer is still at the end of the stage of generating purchase desire at this time, he has indeed entered the next stage of decision to purchase.

2. Salesmen usually use reasoning, suggestion, and other psychological methods discussed in this book to shorten the time for consumers to enter the decision-making stage and remove factors that hinder consumers from taking the next step.

3. The fulfillment of desires produces a sense of happiness, also known as "satisfaction."

Although cross-references between content can make readers feel dizzy, they are an indispensable part of making the article more rigorous.Because the cross-sectional and longitudinal analysis of complex psychological activities cannot completely and clearly distinguish these mentioned concepts.

summary
This lecture illustrates the risks of overrepetition by viewing desire as a later stage in the mental process of generating interest.During this stage, consumers use past experiences as a framework for future behavior.First, there are certain physical and psychological factors that suppress the occurrence of these behaviors, and these factors are what need to be removed.He can do this by evoking images in the consumer's mind, or those that are accompanied by a strong sense of pleasure.

(End of this chapter)