In addition to visual impact, marketers widely use psychophysiological methods of influence. To do this, you need to thoroughly study the psychology of the consumer and understand how to direct his choice in the right direction so that he gives preference to a specific product or brand. Let's look at several common examples.
Dunning-Kruger effect
The essence of the effect, as it may seem, is to deceive the buyer, but there is no lie here. Speaking in the most simplified way, the content of this method can be formulated as follows: "a fool will never understand that he is a fool, because he is a fool."
Many people may notice, looking at their colleagues, that the most vain ones strive to present themselves as specialists and experts in some field, even when the absurdity and fallacy of their conclusions are obvious to everyone:
Don't lead me by the nose, a normal website can be made in an hour.
Change a couple of colors and you'll get a cool design.
What's so difficult about journalism? Ask a question and write down the answers.
Probably, everyone can Reason to Choose Our Database Service recall similar examples from their practice. All of them are united by the Dunning-Kruger phenomenon, which is used to include incompetent or insufficiently prepared people in the target audience. Such buyers can be presented with the ordinary quality of the product as unique, which competitors' products do not have.
Dunning-Kruger effect
You can find a video on the Internet advertising salt. The manufacturer proudly states that its product does not contain genetically modified products and includes natural sodium. This is presented as an advantage over other brands.
The catch is that any table salt is nothing more than sodium chloride, and by definition, it cannot contain genetically modified products, just like any other inorganic compound. In other words, here the unique properties of a product are presented as qualities that all its analogues have.
The Baader-Meinhof Phenomenon
Otherwise, this technique is called the illusion of frequency. When a new version of PlayStation goes on sale, you get the feeling that this product is in front of you everywhere: in public transport, on television, radio, etc. “And if it’s everywhere, why don’t I have it?” – this is what the buyer begins to think, leaning towards purchasing the same gadget.
This tool allows brands to significantly save their budget for product promotion, since a decision on a deal can be made by a person without taking into account the consumer properties of the product, only due to the fact that he sees it everywhere.
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