How marketing affects consumer behavior


What is marketing that makes people more likely to buy from one company than another? Understanding the psychology behind marketing and advertising can help you better understand your target market and make the right decisions about which marketing strategies to pursue.

Marketing affects consumers in various ways. We’ll look at some of the most important aspects in this guide and share how different marketing approaches can help you encourage consumers to choose your small business over the competition.

Marketing helps build trust

The right kind of marketing can help build trust with consumers, allowing your business to become an authority that others turn to for advice. For example, your lawn care company can share educational and engaging articles online, making people see you as an expert and someone with a trustworthy experience.

People are always afraid of being scammed or exploited and will not do business with companies that make them uncomfortable. However, a company that takes the time to build trust without trying to force an immediate sale can profit handsomely as its customers buy from them consistently over time.

Just like you wouldn’t propose marriage on a first date, you don’t want to ask for an immediate sale every time you interact with consumers. First build the relationship and then sales will follow.

Emotions drive purchasing decisions

It has been shown that most purchasing decisions are actually subconscious, meaning that people buy based on what they feel. They then use logic to justify their buying decisions. When your marketing helps you create the right kind of emotion while also providing clear, logical reasons for the purchase, you can grow quickly.

For example, people generally want to feel successful. If you can show them that your product or service can help them feel successful, they will buy based on that emotion. Of course, your product or service should also be helpful, and you can provide those facts to support the decision.

The best marketing approach will find out what your ideal customers want most and then show how your product or service can get them to that point. This generally means making them feel how they want to feel: like a good parent, a responsible homeowner, or a success. The actual characteristics of your product or service then provide the rationale for the purchase.

People want to adapt

When you look how marketing affects consumer behavior, you can’t overlook the reality that people like to feel like they belong to a similar group of people. Marketing that shows your customers as part of their demographic can be very powerful.

How do you use marketing to create a sense of belonging? There are several ways. You can use images of people from a specific demographic, such as families with young children. You can use language common to a specific subculture or age group. You can also include customer testimonials with similar characteristics to your ideal market.

Most importantly, you need to show that you understand how people in that specific group feel and that you can meet their needs. Johnson & Johnson has built a powerful brand around the image of a mother with a baby and messages that show they cater to moms’ needs. This emotional imagery makes consumers feel like they belong and that J&J is the perfect partner to raise their children.

Brand loyalty can span generations

Another common marketing strategy is to use nostalgia to strengthen brand and encourage consumers to present specific products and services to their children or grandchildren. We all have specific books or toys that we have fond memories of and can’t wait to create the same happy memories for our children.

You can also build brand loyalty by talking about how your business has been for decades and that the public’s parents or even grandparents have trusted it with great results. This makes it more likely that your target audience will stick to your offers instead of taking risks with a competitor.

If you think about it, there are probably brands you use simply because your parents have always used them and you have learned to trust them. You can create the same connection with your products and services by using nostalgia and innate trust.

You can influence consumer behavior

Now that you know that companies can influence consumer decisions, it’s time to take action. Think about the ways your business can use these marketing strategies. Can you introduce emotion? Building trust? Create a sense of belonging? Appealing to a long history of customer loyalty?

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