Consumption style

External reasons for irrational consumption

The following are the marketing strategies that contribute to excessive consumption:

1. Selling a better lifestyle

Some products that solve a problem or satisfy a real need can change your life for the better.
But in advertising, we can often see how a regular product is promoted as the catalyst for success and a good mood. Thus being surrounded by such advertising, often unnecessary products are purchased that have an insignificant positive impact. 

2. Involvement in advertising of the right characters

Characters involved in advertising Examples / Explanations
The character in the advertisement is a famous person In publicity, you can see how the advertisement for a product or service is made by actors, singers, athletes, and so on. This ensures greater confidence in the product and the hope that after consuming the product we will be just as popular and sexy. In reality, there are no guarantees that celebrities use the promoted product in their daily lives, at the same time the reason for the success of these people is work, a healthy lifestyle, and only at the end, perhaps the advertised shampoo.
The character in the publicity behaves like a best friend This is done in order to gain our trust in the character from the advertisement and the advertised product. If in real life a stranger starts behaving too kindly with you, then it makes you analyze the reasons for such behavior. We usually do not filter the information received from the advertisement, because we have the feeling that someone has already taken care of this, because this is public.
The people you follow or are a fan of can be involved in advertising If you are subscribed to the channel of some bloggers, vloggers, or famous people that practice excessive consumption and urge you through their actions to do the same, then they do the work of sellers. For example, on youtube, we can find a lot of channels, where certain celebrities make videos where they show in detail about their luxury life: the way they shop, the cars they go with, the houses where they live, and the places they visit, and so on.
The people around you can become marketing tools and sellers. In some cases, you may be involved in the sale process as a buyer, involuntarily, by people in your communication circle. This happens when somebody constantly talks (offline and online) about the purchases made or to be made.

3. Creating complexes for consumers who do not use the advertised product

Certain products and services try to convince you that after purchasing them, you will be better or even the best, otherwise if you do not shop you risk falling into the category of imperfect consumers.
For example, if the information that “ears must be above eye level” is translated into advertising on a daily basis, then a large part of consumers will spend time in front of the mirror analyzing the position of the ears, and some of them will buy a cream or the fixer that solves this.

4. Motivation to do impulsive shopping

When you make an unplanned purchase, because at that moment the proposed offer seemed very advantageous to you, most often it is an impulsive purchase.
Below is a table with a description of these factors:

Factors that motivate you to do impulsive shopping Examples / Explanations
The conviction to live only for today. We can often hear in advertising phrases like: You only have one chance, one day, one moment, so order right now! Life is short, that’s why live it with now with our product!
Creating the fear of losing a product To free yourself from the fear of losing what is promised in advertising, you are motivated to act now.
Tastings and test drive The possibility to taste or test a product creates a special relationship with this product in this way you get a product that 10 minutes ago you did not need.
Stock discounts, bonuses, and promotions. Buy certain products, even if they are not qualitative and useful, because only today until 14.00, the first 7 buyers can get the product at half price. Stock discounts are useful, only when you make planned and necessary purchases, and prices are really small.
Dishonest, flattering, or insistent sellers. Such sellers can praise a product that does not suit you or does not leave you alone until you buy something.
The sexual message in advertising An advertising banner where a product is advertised by sexy young people will attract more attention and will amplify the desire to do the appropriate shopping.

5. Motivation to shop frequently

  • Discount card.
    This can motivate you to visit one store or another more often, so you can buy more. To avoid this, the discount card should only be used for the planned and actual purchases required.
  • Lotteries and accumulation points on the purchase
    To accumulate more points or increase the probability of winning in a raffle, you can be motivated to do more shopping.
  • Collections
    If the child buys sweets to gather the full range of characters in a cartoon, then for sure the number of sweets consumed by the child will be above the norm.
  • Bad quality.
    Any product that instead of lasting 5 years lasts 5 months, is purchased repeatedly 10 times more.

6. Juggling prices

Examples Details
The combinations with the digit nine Such combinations can create the feeling that the price for the product is low, motivating you to a larger volume of purchases.
The final price is hidden For example, in the advertising was demonstrated a product that was equipped with all the completion, and in reality, with the advertised price, you can only buy the product with the basic completion.
Price contrast For example, after seeing 5 computers with a price higher than 10,000 and seeing one with a price of 3,909, you have the feeling that you have found a good price, and the price of 490 for the accessories proposed for this laptop seems to be an insignificant amount.
Changing the wording of the price For example:
* instead of 2.50$ per piece – 4 pieces for 10$. So needing only two pieces, you buy 4.
* instead of 10,000$ the final price – 1500$ the first month, or 300$ per month. Thus, having some more important expenses, you buy a product of minor importance only because it seemed cheap to you.
* the 1 + 1 = 3 product variant is good when you shop in a group of at least 3 people, otherwise, you will choose 1 product that you will use and 2 for storage. The only exception is the purchase of products that can be used in a few months or weeks, for example, products that have a long warranty period such as some categories of food and sanitation products, some clothing such as tights, socks, and others.

7. Product camouflage

The camouflage of the products is done in order to arouse a greater interest in the product, for example:

  • The packaged product looks more beautiful and voluminous;
  • In the photo or video the product looks ideal because it was photographed and filmed by professionals;
  • Product information is provided in part or in error, for example:
    • “Does not contain cholesterol” on products that cannot even contain cholesterol.
    • “Degreased” on some high-calorie products, for example, to get a better taste for degreased products usually is added more sugar.
    • “Sugar-free” when the product contains sugar substitutions;
    • “No preservatives” on products using preservatives;
  • Incorrect comparisons, so that the consumer believes that the product or service is the best in his segment, for example:
    • “Twice tastier,”
    • “Three times better”,
    • “Better than the cheapest product in this category.”

8. Products and services that solve artificially created needs

Let’s analyze the following situation: having a working mobile phone, it is changed to another, which does not differ much from the previous one, for example, it photographs 2 px better, it has a different shape and a few other innovations that you will use very rarely. ” In this situation, the new model satisfies the same needs as the older model and does not make sense to waste money.

To avoid such expenses, first, identify why you need the new product and what real problems it solves. If the technical and functional arguments are few, refuse to purchase this product.

9. Products and services “trailer”

Due to the large assortment, any product can be bought together with other products, for example:

  • procuring chocolate for the child, on the shelf, next to it are the biscuits, the sparkling water, and some toys, so you buy products that a second ago you did not plan to procure and which are not so necessary because you have it in excess at home.
  • procuring a phone, the seller also offers you the accessories for it: headphones, case, cables, watch, items that maybe you don’t need or will be used rarely;
  • and so on.
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About Matthew Light

Hello and thank you for joining me on the blog. Probably my name doesn't tell you anything, and you wonder why you read me :) For this question I have the following answer: The articles created by me are some conclusions made after: - analysis of people's behavior during shopping and after; - analysis of direct and hidden advertising (such as advertising from the movies, shows, songs, and so on); - activating in different positions: low and high salary jobs, jobs where I did monkey job, and positions where I organized the work activities of several dozen people. - analysis of thematic information from different sources (TV, books, blogs, documentaries, and others). The information has been structured in such a way that it is easy for you to find answers to the questions related to "How to contribute to the improvement of the ecological situation and to the well-being of people through the tools we have as consumers".

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