Today I will lecture on " Consumer Psychology Soft Literature ". "Consumer Psychology Soft Literature" is a new subject proposed by Lao Xie Wo, that is, commodity production. Subsequently, the production of trade commodities and trade transactions have prompted producers, operators, and consumers to begin to pay attention and consume to varying degrees. Issues related to the psychological category, plus the use of soft articles and other means to promote, achieve the purpose of marketing.
in the country, no one has conducted systematic research on it. Lao Xie studies the psychological activities of consumers and soft articles together, hoping that it can produce chemical effects. Consumer psychology soft literature, this subject system and professional combination of soft literature promotion of websites or products, user experience, online marketing and other aspects have a very big role. Take user experience as an example. If you don’t understand what your users are thinking, how can you say that you have done a good job in user experience? Therefore, only by learning consumer psychology well can you add points to your user experience. In the marketing industry, those who know how to package images and give people a good first impression will be the eternal winners.
3 types of consumer behavior patterns
1. Cotler’s behavioral selection model. This model illustrates that consumers' behavioral responses to purchasing goods are affected by economic factors such as price, quality, use, style, variety, service, and impression of the goods, and these factors must be communicated through advertising media, salespeople, relatives, friends, family members, and themselves. Various channels such as observation enter the minds of consumers, causing psychological activity processes, which ultimately lead to the selection of products, trademarks, sellers, quantities and frequency of purchases.
2. Engel model. It appears in many foreign university textbooks on consumer behavior. This model includes: first, the central control system, which describes the psychology of consumers. Consumers evaluate external information based on personal experience, attitude, and personality, make reactions, and then start the decision-making process.
3. Consumer psychological input-output model. This model regards consumers as a system from the generation of purchase intention to the use evaluation after purchasing the product. What you put into the system, you get out. The model is divided into three small parts: first, investment, including purchasing power, personal internal factors, interpersonal influence, promotional activities, environmental factors, etc. Second, the purchasing process includes several stages: germination of needs, seeking information and goods, decision to purchase, use of goods and purchase evaluation. Third, output refers to the buyer's thinking, planning arrangements and actual purchasing behavior. The ultimate goal of the entire system is buyer satisfaction, and the degree of satisfaction is related to the buyer's expectations.
Therefore, Lao Xie believes that the key point of writing soft articles is to capture the psychology of your potential users. If it can arouse their psychological fluctuations, your soft article will have achieved the effect. For example, in one of my cases, I helped a company conduct a customer satisfaction survey. Through questionnaires, we examine customers’ behaviors, expressions, and various factors from the moment they make a purchase to when they leave the store. The so-called satisfaction refers to the customer's degree of satisfaction after purchasing the product. As a buyer, in addition to getting the right to use the product, he also requires a happy shopping mentality. This kind of satisfaction after shopping cannot be ignored by sellers. This is an important factor affecting evaluation and expanding reputation. Word-of-mouth is the credibility of a business, including cooperation credibility and business credibility. Therefore, business psychology research is a promising direction for exploration in the future!
As a good webmaster, we must understand the important role of awareness in the field of business practice. Before psychologist Daniel Kahneman won the Nobel Prize in Economics in 2000, psychology and business were viewed as something of a joke. But nowadays, the close connection between cognition, psychology, economy, and business is undeniable. In addition, having knowledge of psychology has become an indispensable prerequisite for a successful business person.
Why do you say that? Because for versatile business people, once they master the tool of psychology, they will be even more powerful. They will learn how to communicate more effectively, how to better handle management issues, improve negotiation strategies, how to get rid of others' manipulation, and become more familiar with customer preferences and improve advertising effectiveness, etc.
What role will business psychology play? Our goal is to make full use of the results of modern psychology to help those in management achieve better daily performance both inside and outside the company. It also helps companies establish their status in the minds of consumers. People generally believe that successful marketing depends on the quality, performance, price of the product, the visibility and reputation of the company, advertising and marketing skills of marketers, etc. However, one potentially most important underlying factor is often ignored - Consumer psychology. The method often used to study consumer psychology is market research. First of all, market research makes full use of psychological research methods. In market research, the methods usually adopted, such as observation, experiment, questionnaire, in-depth conversation, projection, etc., are all psychological research methods. Secondly, in the analysis of consumer purchasing behavior, cognitive theory and motivation theory of psychology are applied. By analyzing consumers' cognitive processes such as perception, attention, attitude, interest, experience and memory of products and services, as well as consumer purchasing motivations, explain why consumers are willing to purchase this product and are unwilling to purchase other products. Successful marketing generally relies on market research and analysis to fully understand consumers' psychological needs and their impact on consumer purchasing behavior, thereby understanding the product's sales market and conducting product design, packaging, sales and other links.
Psychology tells us that need is an inevitable requirement for human beings to maintain life and continue the race. It is an inner state that people feel a certain lack in life and strive to satisfy. In order to meet needs, people sometimes have to make great efforts and overcome various difficulties. It can be seen that need is a positive psychological phenomenon and the inner source of human enthusiasm. American psychologist A.H. Maslow believes that all human behaviors are caused by needs, and needs are hierarchical. He divided human needs into five levels, from low to high, physiological, safety, love and belonging, respect and self-actualization needs. Maslow believed that the above five needs are interrelated. Consumers at different levels have different requirements for goods. Therefore, only by understanding and mastering the characteristics of consumer demand psychology can any company be targeted, better adapt to consumer requirements, and meet the different needs of consumers at different levels. Only by achieving the purpose of promoting product sales can we survive and develop in the fierce competition.
The impact of consumers’ psychological needs on their purchasing behavior
Consumer purchasing behavior is generated under the influence of certain purchasing motives, and purchasing motives are generated from some unsatisfied needs, which include physiological needs and psychological needs. With the continuous improvement of people's living standards and demand levels, psychological needs play a more important role in purchasing motivation and purchasing behavior than physiological needs. As analyzed by Maslow's hierarchy of needs theory, after people's physiological and safety material needs are met, the satisfaction of social, self- and self-expression spiritual needs becomes increasingly important. At present, consumers' value concepts towards commodities have changed. They not only pay attention to the use value and exchange value of commodities, but also pay more attention to the psychological enjoyment and spiritual satisfaction of purchasing commodities. Today's consumers pay more attention to obtaining personal satisfaction, spiritual pleasure, comfort and superiority through consumption when consuming goods. These characteristics indicate that people's purchasing behavior has changed greatly and purchasing hot spots have shifted. This is illustrated by the curiosity, novelty-seeking, fame-seeking, and beauty-seeking psychology that consumers generate when purchasing goods.
Curiosity and novelty. Usually people always have a sense of curiosity and freshness about new things, and are easily attracted by novelty things. Novel commodity transactions can make consumers have a strong interest and desire to buy. New things are often easily attracted by people. The effect of "preconceptions" is achieved in the mind, and existing things are often taken for granted and not paid much attention. This mentality of "loving the new and hating the old" may be difficult to change, but it is this demand psychology that has become an important force in promoting the progress of human society. Consumers with this kind of mentality advocate personalized and unique styles. As an operator, the only way to satisfy consumers' psychological needs is to not violate it. This requires operators to have the courage to lead the market and the spirit of pursuing first, rather than imitating behind the leader. That is to say, business operators must have an innovative spirit and be determined to "always strive for first place."
The psychology of seeking fame. With the increase in consumer income, many high-income earners and fashionistas pursue famous brands when purchasing goods, trust famous brands, and even be loyal to famous brands, while often dismissing similar products that are not famous brands. At the same time, they are often very sensitive to the brand of goods. Once the image of a famous brand is damaged, they may give up buying such goods and switch to buying another famous brand. The new generation of consumers has a strong brand awareness, and their desire for fame is generally reflected in their pursuit of brands such as cars, clothing, tobacco and alcohol. Once consumers form an understanding of a certain brand, they can satisfy their needs for self-image, social status, etc. from the brand, and at the same time through empathy.
Having said so much, Lao Xie just hopes that webmasters of different websites can grasp the psychological process of users.
For enterprise websites, this is the only way to sell goods. For general websites, users will stay and think of your website. In this way, your website's reputation, popularity, etc. will make a qualitative leap.
Lao Xie’s QQ lecture group: 83222408, Lao Xie hopes that every webmaster can have a good experience.
Please indicate when reprinting: Lao Xie Soft Article Service