Exposure to some stimuli that unconsciously influence the behavior of a person guiding their behavior to a certain result.
Research:
A study from 1999 explored the influence of music on wine selections. For two weeks, French and German music was played on alternate days in a wine store. On the days in which French music was played, French wines outsold German. On the days with German music, the situation was the opposite. A post-shopping poll showed that most customers weren’t aware of what influenced their choices.
Another study from 1999 showed that changing website background affected visitor behavior. For example, the pennies image resulted in a longer focus on the product’s price.
Examples: 1. Furniture store that tried a split testing their landing page.
One landing page used cloud images. The other one they used – pennies.
Visitors who saw the landing page with the clouds bought sofas that promoted greater comfort and softness.
Those that saw the pennies, bought low-price budget sofas.
2. University coffee lounge hung an image of a pair of eyes on contributions to an honesty box that collected money for drinks.
Thanks to the eyes image, people paid nearly three times more for their drinks than they would have without the image.
3. In an electronics store, researchers approached customers who were willing to buy a new laptop.
Half of the customers were asked what their memory needs were, and the other half were asked what their processor needs were.
A straightforward question without steering or leading of any kind.
However, the questions had a massive impact on the customers’ decisions.
People who were asked about memory bought computers with higher memory. The group who were asked about processor speed bought computers with much higher processor speed.
Show product’s strength Heighten the importance of your product’s strengths by:
Direct questions Aspirational product/service images Product feature priming in ad copy Ad headlines
Priming in Branding Use imagery, language and colour branding that primes your prospects to make positive associations with your products.
Repetition It takes an average of 15 (used to be 7) interactions with your brand before a purchase will take place.
Appeal to different senses The smell of freshly baked bread or coffee motivates people to buy more food.
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By FFOODExposure to some stimuli that unconsciously influence the behavior of a person guiding their behavior to a certain result.
Research:
A study from 1999 explored the influence of music on wine selections. For two weeks, French and German music was played on alternate days in a wine store. On the days in which French music was played, French wines outsold German. On the days with German music, the situation was the opposite. A post-shopping poll showed that most customers weren’t aware of what influenced their choices.
Another study from 1999 showed that changing website background affected visitor behavior. For example, the pennies image resulted in a longer focus on the product’s price.
Examples:
1.
Furniture store that tried a split testing their landing page.
One landing page used cloud images. The other one they used – pennies.
Visitors who saw the landing page with the clouds bought sofas that promoted greater comfort and softness.
Those that saw the pennies, bought low-price budget sofas.
2.
University coffee lounge hung an image of a pair of eyes on contributions to an honesty box that collected money for drinks.
Thanks to the eyes image, people paid nearly three times more for their drinks than they would have without the image.
3.
In an electronics store, researchers approached customers who were willing to buy a new laptop.
Half of the customers were asked what their memory needs were, and the other half were asked what their processor needs were.
A straightforward question without steering or leading of any kind.
However, the questions had a massive impact on the customers’ decisions.
People who were asked about memory bought computers with higher memory. The group who were asked about processor speed bought computers with much higher processor speed.
Show product’s strength
Heighten the importance of your product’s strengths by:
Direct questions
Aspirational product/service images
Product feature priming in ad copy
Ad headlines
Priming in Branding
Use imagery, language and colour branding that primes your prospects to make positive associations with your products.
Repetition
It takes an average of 15 (used to be 7) interactions with your brand before a purchase will take place.
Appeal to different senses
The smell of freshly baked bread or coffee motivates people to buy more food.