Why even smart people are conducted on advertising and how to stop doing

Armed with hundreds of tricks advertisers, based on the specifics of our mind. We understand what cognitive distortions are often used in sales, and tell how to deal with them.

What causes us to be carried out on advertising

The effect of familiarity with the subject

It would seem that the constant repetition of the same commercials cause only irritation. But in fact, it is not particularly important, whether you like or not advertising: it still affects you.

And blame for the effect of loveMere Exposure: A Gateway to the Subliminal - psychological phenomenon, because of which people prefer something simply because it is already well known. The effect works in relation to words, pictures, images, sounds. Even people seem nicer if we are familiar with them.

This effect is always used in marketing. We get used to the products, and they will automatically appear to us to be better off without any objective assessment and comparison with others.

In addition, in the case turns on the illusion of truth, and you do not just grab off the shelf unconsciously familiar

productBut also begin to believe - and sometimes prove to others - that it really is better.

The illusion of truth

When people decide they were told the truth or not, they rely on two things: whether it coincides with the existing beliefs, and whether the sounds familiar.

The brain does not like to spend time analyzing the information, because it requires a lot of resources. Familiar stimuli are processed quickly and easily retrieved information from memory - a sin not to take advantage.

If the old man hearsDissociation of Processes in Belief: Source Recollection, Statement Familiarity, and the Illusion of Truth false information, and does not remember its source, at the expense of love, she seems to him true.

That the brain is only 10%? Yes, I heard something about it. Probably because it is.

You will not look for studies that prove that these painkillers are really effective, because you have heard a hundred times in the advertisement, they get rid of suffering. This seems obvious. And not only you, but also all other people, and this only strengthens you in his or her opinion.

intra-distortion

In the evolution of the human brain was formed to adapt to the complex social structure of the group. In times of ancestors meant to unite to survive, to stay alone - die from starvation, predators or enemies.

Therefore, we love to create community, to divide people into categories and to feel community with a particular group. A more considered "their" people priori better than others and be proud of belonging to a community. This is called intra-distortionThe Neuroscience of In-group Bias.

In marketing, it is manifested in the form of creating a cohesive community of users. There are many examples: Nike's Run Club, in which people from around the city are going to run together, Harley Owners Group with group of motocross and paraphernalia of the club, with its close-knit CrossFit CrossFit, boxing and entertaining games, where everything athletes go to the Reebok.

Each regional fitness room trying to create your community, and people are not just maintained, but they do it with pleasure. What is the difference, how much money you spend on expensive sports clothes, if it feels like a member of the community?

fear of losing

If you lose your wallet, you will drop the level of dopamine - a neurotransmitter that provides a feeling of pleasure. You will be sad and hurt. If you suddenly find a purse with the same amount of dopamine levels rise, but not soThe Neural Basis of Loss Aversion in Decision-Making Under Risk much as I would have fallen in the event of loss.

Losses bring us more grief than the purchase - joy.

To use this weakness in marketing, producers impose coupons and free use periods. As long as you do not think your thing, you can endlessly to doubt whether it is worth their money. But as soon as she became yours, even on loan or for a short period of time, the fear of loss will make you shell out the money without hesitation.

effect a compromise

In one experiment, people were asked to choose between two cameras with different prices: for $ 170, or 240. Preferences equally divided: some chose the cheaper, others more expensive.

Then the researchers added a third camera - for $ 470. At this time most people have chosen, "middling" 240. This feature is called the compromise effectCompromising the compromise effect: Brands matter - a tendency to choose something in between.

This effect manifests itself in all situations where you have to choose between three options that sound about the same, but you do not have the time or inclination to dive into the details.

Sometimes manufacturers specifically added a third, unreasonably expensive version to get you to buy "something in between". As a result, you get a more expensive product, but rejoice that not spend too much.

framing effect (framing)

In another experiment,The framing of decisions and the psychology of choice people were asked to present the epidemic and to select a program to save the citizens. In the first case, they proposed such embodiments:

• A program save 200 people (200 saved, die 400).
• Program B with a probability of one-third will survive to 600 people, and with a probability of two-thirds will not save anyone at all (1/3 - 600 people will be saved, 2/3 die 600).

72% of participants chose the program A. Then the same question applied to another formulation:

• With the program certainly die 400 (again, saved 200, 400 will die).
• D program with a probability of one-third save absolutely everything, and two-thirds - kill 600 people (and again 1/3 - saved 600 2/3 - 600 die).

Now, 78% chose D program, though the essence was the same, only changed the wording. This phenomenon of perception is called "framing effect", and it is widely used in marketing.

For example, if a manufacturer wants to apply his cookies as a useful health product, can write on the package "with whole grains" or "non-GMO." In this case, cookies will be 500 kcal per 100 g, a lot of sugar and fat.

Moreover, the supply will make you not only choose a product, but also to perceive it better.

In another experiment, Framing Effects in Marketing Messages participants were given a try beef. One was labeled as "75% pure meat", another - "25% of fat." The same flesh, the same are the definitions, but the first liked the people and show them less oily.

The effect of the serial arrangement

This effect is associated with human memory characteristics. If any data to transfer list, the person best stores information submitted first (primacy effect) and last (recency effect).

This feature is used in advertising, to accentuate any product quality. The most significant benefits will be called first or last. What was in the middle, you will not even remember.

The same effect causes us to give preference to the first product in the list. A 2007 study showed Persuasive Recommendation: Serial Position Effects in Knowledge-Based Recommender SystemsThat users are 2.5 times more likely to buy the first product in the list, even if all the options have different characteristics.

The primary effect is often combined with the effect of the anchor. This is when you get a piece of information, and all subsequent data rate, starting from the first information. The list of goods on the site, or even in most restaurant menus expensive food They placed first. And even if you do not buy them, the rest of the products will seem quite affordable compared to the first position.

Traps recessed costs

Traps recessed costsThe Sunk Cost and Concorde Effects: Are Humans Less Rational Than Lower Animals? It makes people over the years to maintain depressive projects. A person can not afford a failure to recognize the matter, because it invested so much effort. I agree with it - then get too strong emotional pain of wasted time and resources. It turns out that we need to continue. No matter what.

It's a hell of a harmful thing, but marketers have found how to use it to the benefit of the sales.

Firstly, to securely attach the buyer, he occasionally shows how much he has spent on the purchase of goods or services.

Secondly, the issue cards with free 10th or 20th visit, cup of coffee or even some bonus. Most likely, you do not change the coffee house, if there were some marks in the loyalty card to a free cup, even if found another place where coffee is cheaper and tastier. It is no wonder that you bought these five glasses!

hyperbolic depreciation

This is when you are ready to get the $ 100 right now, instead of 200, but a week later. And this is not a weakness of character or infantilism. Our brain is aimed precisely at this development.

This can be explained in terms of survival. If the old man saw the antelope, he immediately kill her and I ateAnd never missed an animal, waiting for something meatier. In matters of survival expectation often meant death from starvation, that was fixed in our nature.

the main taskEvidence for hyperbolic temporal discounting of reward in control of movements the human brain - to increase the level of remuneration. And he prefers to do it right now, not sometime later. While cranking this automatically, so you do not reflect on the causes and just want to. Right now.

The last phrase is often glimpsed in advertising messages "to improve their lives right now," to "buy and get a gift right now."

For expensive purchases, sellers can use the scheme "take now, pay later." For example, credit or installment without the first payment, which gives you immediate pleasure of shopping. And no pain from losing money.

Psychologically, to agree to such conditions is much easier than immediately spread their money. Therefore, the choice will be less deliberate.

How not to fall for the trap in advertising

Any cognitive traps work well when you do not have the time or inclination to analyze the Seller offer. Use a few simple tips to overcome it.

1. Do not make a spur of the moment purchases. Before you buy something, especially if the item is expensive, do a little research. Recalculate the price of goods on the number of grams and the price of the service - the number of days, compare the characteristics of smart phones and fabric composition, read the composition of the products and cosmetics.
2. Do not trust intuition, doubt everything.Intuition - is part of your subconscious, where neat rows lying slogans of advertising and the opinion of Aunt Masha from next door. Ask yourself, how do you know that this product is better?
3. Remember that earning money. Count how many hours you spent to get the money on this thing. And only then decide if it's worth it.
4. Think about what you buy: thing status, sense of community, a feeling that you - free, wealthy and worthy of it? And remember that most purchases do not change your life, even if the advertising convinces otherwise.