We order another pair of boots, although there are already five similar pairs in the closet. We wait in line for expensive coffee in paper cups. We let ourselves be seduced by supposed bargains to make purchases that we later regret. We buy more in the supermarket when we smell fresh bread. Or, when shopping online, we are particularly interested in things that others like. Consumers find rational justifications for why they bought a product. In fact, however, they have only made a very small part of the purchase decision by weighing up the pros and cons. A large part of the decision-making process takes place unconsciously.
Emotions play a significant part in any purchase, but individuals don’t act irrationally because of it. Quite the contrary, we often make very good decisions unconsciously. Using functional technology, we measure brain waves — and can thus make unconscious decision-making processes visible.
As our field experiments with our functional clarification show, for example, the reward center in the brain is activated at the sight of discount promotions, and the anterior cerebrum, which is responsible for conscious thought, is suspended as well. In another experiment, subjects tasted the same wine better simply because it was priced higher. This is attributable to the assumption that consumers associate a high price with better quality and more exclusivity. This is because the human brain can only process three to four interactions as well. Marketing intervenes in this decision-making process and draws attention to the benefits of the product. Methods are used as they do so, targeting numerous unconscious patterns of thought and behavior.
The unconscious decision-making processes are not yet one hundred percent known. However, we do know that messages pass through many transmitters on their way into the subconscious, which would change them and charge them emotionally in different ways. And, after all, there has to be a basic need in the first place. The best advertising for a skateboard would not be successful in the eyes of a grandmother — unless she wanted to give one to her grandson.
As lifestyle product advertising in particular shows, the messages address many basic needs. Who doesn’t want to become a little smarter, healthier, more popular, more successful and, above all, happier ? Companies can also deliberately stir up fears and insecurities and suggest to consumers that they are not good enough — in order to then have the product associated with the longed-for lifestyle right at their fingertips.
Some will object that they are not influenced by advertising. But that is a fallacy ; no one can escape the emotional messages. Even individuals like us who have studied the subject intensively are unable to do so. That is why the legislator has set certain limits to protect health, for example in the case of tobacco advertising. In addition, in Switzerland, for example, advertising messages are prohibited if they are only displayed for such a short time that consumers cannot consciously perceive them. It also becomes problematic when an unhealthy product is advertised as healthy or the advertising otherwise creates a false impression.
In today’s consumer society, shopping is a widespread leisure activity. More and more things are being purchased because of the brain’s reward system. Before a purchase is made, the brain releases the neurotransmitter dopamine in anticipation of a reward. This causes a short-term feeling of elation, which also occurs when you consume alcohol or play video games. Over time, people get used to it and need more and more to generate the same feeling of pleasure. It doesn’t matter whether the purchased item is a scented candle or a napkin. The impulse purchase is made to trigger a dopamine surge. This also explains why someone always wants to buy something new, even though they already own similar products. If the search for this brief emotional kick becomes compulsive, addiction threatens. In Switzerland, for example, around 4.8% of consumers are addicted to shopping.
However, not everyone reacts to rewards to the same extent. Curious people, especially children, release more dopamine than those for whom security is most important in life. We always shop through our personality. This means that most individuals have an emotional focus. For example, some people focus on safety and order, others on power and autonomy, and still others on discovery and enjoyment. When buying a car, the cautious customer is interested in the airbag, while the dominant customer focuses on the vehicle’s horsepower. But when it is a question of buying a house, for example, the dominant type can also be more concerned about security.
The more companies know about consumers’ personalities, the better they can address them. As well, they are collecting more and more data about shopping behavior. In online retailing, this combination enables highly targeted emotional influence. A man between thirty and forty who strives for power and autonomy, say, would be sent advertisements for luxury cars or high-tech watches and then have the range of products further restricted on the basis of his digital behavior. The language and images used in advertising are also tailored to the personality.
Stationary retail, on the other hand, has completely different trump cards. All five senses can be addressed to arouse emotions in consumers. This is one of the main reasons why online retailers would also open stores. The mere fact that customers can touch the product increases their willingness to pay. But music and scents also play an important role. Supermarkets, for example, are increasingly baking baked goods in-store. Or airlines are relying on exotic scents to make passengers feel like they’re on vacation. This feeling should also be conveyed by staff uniforms, interior design and other touchpoints customers have with the brand. A consistent feeling is created across all senses and channels. The customer’s relationship with a brand is built unconsciously, similar to a friendship, he adds.
Which brands trigger emotions and are therefore successful can be traced in the computer tomograph. If a person recognizes a brand, the reward area in the brain becomes active. Unfamiliar brands, on the other hand, trigger negative emotions because they are not recognized right away. This is because the brain wants one thing above all : to save energy. The less energy that has to be expended to evaluate a product, the more likely people are to buy it. Brands that are already well-known thus leave ever deeper traces in the brain. We increasingly tune out competing products and reach for the familiar feeling.