In countless interviews and studies, consumers have revealed that they lack understanding of the forces that shape their purchasing behaviors. When purchasing, they believe that they always behave rationally, but this is often nothing more than a cognitive deception.
There is an illusion of being in charge, stemming from the awareness of frequent aggressive marketing -- consumers believe they are thinking independently, but in reality, urges and emotions play a much more significant role in our purchasing decisions.
To overcome this, brands must drastically improve the ways that they act upon customer experience. As one example, when buying online, impulse purchases tend to occur more in the evening, after a hard day wears down our powers of control.
By examining the contrast between evening impulse purchasing and more controlled daytime purchasing, brands can reach beyond the traditional metrics or sales conversion rates and start to look at the psychology behind their consumer decisions.
There is an illusion of being in charge, stemming from the awareness of frequent aggressive marketing -- consumers believe they are thinking independently, but in reality, urges and emotions play a much more significant role in our purchasing decisions.
To overcome this, brands must drastically improve the ways that they act upon customer experience. As one example, when buying online, impulse purchases tend to occur more in the evening, after a hard day wears down our powers of control.
By examining the contrast between evening impulse purchasing and more controlled daytime purchasing, brands can reach beyond the traditional metrics or sales conversion rates and start to look at the psychology behind their consumer decisions.
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