15 Marketing Tricks That Make You Buy More
Everyone has to eat food to exist, but we often buy more than we actually need. We go to the store to buy one thing, and we leave with a heap of products that are mostly destined to rot. And you might say, "There was a sale!" or "I just wanted a snack."
Bright Side decided to get acquainted with the tricks that marketing specialists use to make you waste more money.
15. Celebs in advertisements
"They eat this too!" This is what we think when looking at the banner where a smiling sportsman or an actor is pictured...with a hamburger, a bottle of Coca-cola, or a bag of chips.
Subconsciously, we want to join their lifestyle, and we take 2 more products that we don't really need.
14. Relaxing music
Have you noticed that classical music is often played in restaurants? Scientists proved that it "helps" people to spend 10% more than when they eat in silence.
Stores also play with our emotions with the help of certain melodies: you sing a familiar song and fill up your shopping cart.
13. False benefits
When you go to a store, the first thing you see is an eye-catching price tag with discounts. But, usually, such a benefit isn't a benefit at all.
For example, there may be an item with a bright price tag and a "Discount" sign on one shelf and the same item with an ordinary price tag (but which is smaller or bigger) on another one. During recalculation, it appears that the second item is even cheaper.
12. Healthy food
Popular healthy lifestyle influences food brands. Manufacturers understand that if a consumer thinks the food is organic, they'll buy even more.
Unfortunately, the statements on labels that products are healthy often don't match up with reality. And such signs as "GMO free" or "100% organic" makes the goods more expensive than they really are.
11. Goods in front of your eyes
Marketing specialists know that to become more attractive, goods should be placed in a special way. The eye-movement recording program is used to identify the most "popular spots" where people usually focus their attention.
The most attractive and expensive goods are put in these spots.
10. Tasty smell
Data about smells is delivered directly to the brain. It arouses deep emotions and sticks in one's memory. Such a trick is used to evoke the connection between a product's image and special smells. American scientists claim that "warm" smells make people buy more goods, and "cold" smells prevent customers from wasting extra money.
Many stores microwave something tasty (e.g. grilled chicken) and spread this yummy odor everywhere.
9. Dietary supplements that cause addiction
Everyone knows that sugar causes addiction. But there are lots of other "mysterious" substances that you can get addicted to without even knowing about it. Here is a list of supplements that cause addiction:
- Monosodium glutamate. There are lots of scientific debates about its effect on the body, but there are no certain facts about its harm. It enhances flavor, and that's what makes us want to eat more.
- Sugar substitutes and sweeteners: aspartame, saccharin, neotame, sucralose, sugar alcohols, and so on. They contain no sugar, but they are sweeter. Research shows that such supplements cause an increasing propensity to carbohydrates while stimulating your appetite.
- High-fructose corn syrup. It urges us to eat more fast food and leads to increases in abdominal fat.
8. Size changing
It's interesting to know that a standard portion of French fries has become twice as big in the last 40 years. Other manufacturers also enlarge the portions and prices, and we don't even realize that we consume more.
Sometimes everything is vice versa: the weight becomes less, but the price stays the same. And this feature applies to all goods: milk, butter, and so on.
7. Foreign language
Research conducted among bilinguals who speak both English and Hindi showed that signs in their mother tongue reminded them of friends and family. Signs in a foreign language caused emotions related to the atmosphere of this city.
We treat foreign things as upmarket items and think that their expensiveness is fair.
6. Cooked food displayed
Marketing specialists love such commercial tricks!
Customers think that stores have nothing to hide and subconsciously begin to trust them.
5. Low prices
According to psychology, we love to buy something at a lower price than usual. But there are often discounts on goods that are about to expire.
Low prices are usually highlighted: Look! Our prices are more attractive than in other stores. But there are also more expensive goods on the same shelf that you'll definitely buy too. As a result, a store benefits.
A trick with a big wholesale price above a small retail price also works well. Not every customer can notice this.
4. Store geography
It's just an illusion that goods are placed randomly. The most popular items are usually located in the middle but not near the entrance. But while you're going there, you're putting more items into your cart. As a result, you buy a lot of products.
Most customers are righties. That's why items of impulse demand are located on the right. We take these goods on our way and don't think about it.
3. Food in the picture
The goods usually have packaging with very attractive pictures on it.
There are food stylists who make us stop thinking about the filling inside. They make photos look beautiful, familiar, and pleasant to make a customer remember how tasty it is. And it usually works. We don't notice the small sign below that tells us it's just an example of a serving.
2. Making a product more attractive
Psychologists noticed that a picture of drops of water causes an urge to refresh. And product compositions in large fonts seem to be more healthy and trustworthy, so people tend to buy such goods again and again.
1. Positive emotions
Modern marketing specialists sell not goods but a mood and lifestyle. They put lovely pastries on display and create an atmosphere of celebration. They also create the feeling of a safe place: an illuminated space, tasty smells, friendly sellers, and bright wrappings.