This happens in Germany on a sunny shopping street in the spring of last year.
Time to get the winter out of the houses. Cleaning time!
A street stall offers 3 items of your choice, for a reasonable value.
With bright colors, the offer says: Take 3 items for 1.99 Euros
Unit price 0.59 Euros.
The trend in this type of offer is that for buying 3 items Kuwait Email List, the total price is lower than buying just one, right?
Well, here it was the other way around.
Did you do the math?
The store was a setup for a Behavioral Research Center.
Clients didn’t know, obviously.
Do you want to know what happened?
Let me anticipate that we are more Kuwait Email List hasty than what we suppose and we think very little about our economy, even when what we think we do is precisely that: take advantage of an offer in favor of our wallet.
Over four hours, 22 sales were made.
Only one client noticed this “deception”
First conclusion: The purchase is an irrational process.
We can agree that this trap is very easy to catch the unwary, but that 95% of the customers who bought, did not notice it, it is too relevant statistical data to simply explain it as a coincidence of this moment.
But let’s say that this data is not enough to verify that our buying behavior is irrational.
Our salesperson was actually a researcher and therefore did not miss the opportunity for this experiment.
Once the customers were deciding their purchase, the “seller” politely consulted them about their reasons.
They all agreed to take advantage of the low price opportunity.
The seller kept talking and in the second instance asked them this question:
If you carry 3 items at 1.99 Euros, how much are you paying me for each item?
Everyone looked at the poster and repeated: 0.59 Euros.
Did you try the math? Was the last question Kuwait Email List the salesman asked them in a challenging tone.
They made them think and repeated: 0.59 Euros, at the same time that they began to be intrigued about so much questioning.
We do not know for how long they will have continued “doing what they thought” when they left, but a common behavior was noticed: They preferred to ignore the fact and leave paying 1.99 Euros.
They didn’t really stop for a second to think about what the salesperson was saying to them.
They were hesitant, confused, and hurriedly withdrew
Second conclusion: During the buying process, customers are not interested in reality. (At least 95% of them).
The buying process is not rational, it responds Kuwait Email List to external stimuli and when confronted with reality, the emotional wins.
Our need to complete the purchase in cases like this (even when that buying process does not favor us), is stronger than the impulses of reasoning.
We do not see reality during that process.
We see the opportunity, and we want to seize it and get off the scene quickly.
It happens that the words: “Offers, Discount or Opportunity”, significantly increase the activity of the reward system, a highly active area of the brain in most of us that responds to emotional stimuli.
By activating this brain sector, we simply “turn off” the rational side.
This is how we work in most buying situations and considering these aspects, as consumers allows us to be alert and as entrepreneurs, to know the engines to sell more.
These approaches are scientifically studied by trends such as Neuromarketing.
One of the main study centers (Life & Brain), is at the University of Bonn Kuwait Email List, (Germany) and their work explains to the business world (and consumers), what are the reasons for purchasing behavior.
For years, the main multinational companies (mainly those that work with large supermarkets), have allocated valuable resources to carry out this type Kuwait Email List of research and have jealously guarded the results.
Now this knowledge is accessible to all entrepreneurs, through a German Satellite TV channel.
Supported by the most advanced scientific technique, the professionals of Life & Brain, elaborate interesting research works, until now only accessible to large corporations willing to cost them.
Accessing these investigations from this South of Latin America, we promise to offer you in successive deliveries, that knowledge, without you having to invest a peso.