We must understand consumer psychology.

Marketing psychology-consumer psychology

1. conformity psychology (conformity effect)

It means that an individual is influenced by the behavior of the outside crowd, but shows that his perception, judgment and understanding are in line with the public opinion or the behavior of the majority.

Marketing application: list data such as sales/users/likes, reflect your leading position, win trust and improve performance.

2. Authoritative psychology (authoritative suggestion effect)

Users are more willing to trust people with high status, high prestige and respect, believing that they are "correct models" and that "people speak lightly and people speak highly".

Marketing application: celebrity endorsement/celebrity endorsement /KOL recommendation.

3. Scarcity Psychology

In consumer psychology, people call "scarcity effect" a change phenomenon that "scarcity is precious" leads to an increase in buying behavior.

Marketing applications: clearance sale, hunger marketing, limited/limited funds, joint funds.

4. Reference effect

It means that when people need to estimate an event quantitatively, they will take some specific values as the starting values and limit the estimated values like anchors, which is "preconceived".

Marketing application: goods are discounted (original price is 399 yuan, discounted price is 99 yuan), Starbucks sells water (Parisian water 22 yuan/bottle, coffee 30-40 yuan, in contrast, coffee is not so expensive).

5. Barnum effect

People often think that a general description of personality reveals their own characteristics very accurately. When people describe a person with some common, vague and broad adjectives, people tend to accept these descriptions easily and think that they are talking about themselves. Simply put, everyone wants to see what is relevant to me and what they like.

Marketing application: Constellation/personality tests often screen friends H5, sense of participation &; Self-identity, stimulate public desire to share.

6. Bait effect

This means that when people choose two comparable options, an old option will be more attractive because of the addition of a third new option (bait). The decoy-assisted option is usually called the target, while the other option is called the competitor.

Marketing application: the hat and sweater in the store are put together, and the price marked on the label is: ① hat 49 yuan ② sweater 299 yuan ③ hat+sweater 299 yuan. Undoubtedly, no one will choose ②. It exists to let more people choose ①.

7. Use psychology

When people take advantage, they will feel that the price they pay for what they get is lower than originally expected. In the actual sales process, "small bargains" such as discounts, free delivery, gifts and additional services can make consumers feel happy.

Marketing application: double 1 1, 6 18 anniversary.