There is an aspect that I like to highlight when I´m talking about consumer behaviour: their irrationality. It´s believed that human rationality is very present in all of us, but the truth is that what guides our life through our actions is the irrationality.
Irrationality takes us away from perfection, leads us to impulse, snapshots and indecisive decisions which sometimes fall into error. Why then do we decide to return to rationality? This happens because although we want to act in a rational way and act with more head than heart, we can fall again and again into the same relative irrationality that surrounds us.
For this reason, we are irrational people by nature due to our irrationality that occurs in the same way again and again.
One of the sciences that studies in more detail consumer behaviour is Neuromarketing:
“What we do every day is irrational. The strange thing is that as consumers we think we are rational, but 85% are deeply irrational. And so the marks are still a hit on us, because brands are simply emotions moved to a product. It’s not something you can touch or feel. It is only in our minds and therefore the Neuromarketing is taking a hit so fast. Because the industry was desperate to find ways to understand the irrational mind. Since it is an important field campaign regarding the implementation of brand value in our brains.”
We can define the Neuromarketing as an advanced science that investigates and studies the brain process and the consumers behaviour in the action areas of traditional marketing: market intelligence, product design, services, communications, pricing, branding, positioning, targeting, and sales channels.
Neuromarketing has been successful because it has defined the main tool to understand the irrational minds of consumers. It has helped to understand the relationship that exists between the mind and the consumer’s behaviour.
This is very important for marketeers because it allows us to know what costumers do, think and feel; three important aspects in this discipline.
Related to this, I would like to share some information that I learned in the book written by Dan Ariely: “las trampas del deseo” (THE PITFALLS OF DESIRE)
A book that talks about how to manage the irrational impulses that lead us into error. To be more precise, this book also reflects the way people interpret the consequences of their behaviour, consequently taking wrong decisions.
Now I will list my interpretation of the rules that Dan Ariely has written in this book:
- The truth of relativity: everything is relative, even when it should not be, we tend to compare. And the more we have the more we want to.
- If you want someone to desire something, just make it difficult to obtain.
- The price of no cost: why we often paid too much when it is FREE.
- The price of social standards: Why we like to do things, but not when someone pays for it.
- We can´t buy love: Money can motivate us immediately but social standards are the real forces that can make the difference.
- If we want something, we can’t force ourselves to do what we wanted to do: because emotions dominate our choices, we lose our long term objectives and go for immediate gratification.
- The high price of property: We emotionally overvalue what we have and pay more attention to what we can lose rather than to value what we could gain.
- The play of the door: We can not stand the idea of closing the doors of our choices and therefore constantly try to keep all our options open.
- The effect of expectations: Why the mind gets what you expect.
- The power of money: Why a 50-cent aspirin can do what one cent aspirin can’t do.
- The context of our character: If money is brought to the table, we are better motivated and more honest.
- Why all of us are pawns in a game with forces we are largely incapable of understanding.
And always remember:
“The consumer does not behave as he says, does not say what he thinks and does not thinks what he feels.”