Application Of Suggestive Effect In Marketing

In psychology, under the condition of no confrontation, implicit and abstract methods are used to influence people's psychology and behavior, so that people can act or accept certain opinions in a certain way, so that their thoughts and behaviors are consistent with the expectations of the implied persons. This phenomenon is called " Suggestion effect "

The so-called hint is that a person or environment sends information to individuals in a very natural way, and a psychological phenomenon that individuals unconsciously accept such information and react accordingly. Pavlov suggested that suggestion is the simplest and most typical reflex of human beings. However, as the research goes in, it is found that hinting is like a "double-edged sword". It can cure a person and destroy a person. The key is how to use and grasp the meaning of implied meaning by the individual who accepts the psychological suggestion.

Friends once asked me what is the most difficult thing in the world. I said making money is the most difficult. He shook his head. Goldbach's conjecture? He shook his head again. I say I give up, you tell me. He said mysteriously that he knew you. Indeed, the philosophers of the mind also say so.

The question is who I am, where I come from, and where to go. From ancient Greece, people began to ask themselves questions, but none of them came to satisfactory results. However, even so, people never stop pursuing themselves.

Because of this, people often lose themselves in the middle of themselves. They are very easy to be hinted by the information around them, and take others' words and deeds as reference for their actions.

In fact, people are influenced and hinted by others all the time in their lives. For example, on a bus, you will find such a phenomenon: a person yawned with a big mouth, and several people around him could not help yawning. Some people do not yawn because they are not very suggestive. Which people are strongly suggestive? They can be checked out by a simple test.

Let a person extend his hands horizontally, palm up and close his eyes. Tell him now that he has a hydrogen balloon on his left hand, and keeps floating up. He has a big stone tied down on his right hand, falling down. Three minutes later, to see the difference between his hands, the greater the distance, the stronger the hint.

Knowing oneself is called self perception in psychology. It is the process of knowing oneself. In this process, people are more likely to be hinted from the outside information, thus appearing the deviation of self perception.

In daily life, people can not reflect on themselves at all times, nor can they always place themselves in the position of outsiders to observe themselves. Because of this, individuals know themselves by outside information. When a person is aware of himself, he is easily influenced by external information, so he often can not perceive himself correctly.

Psychological research reveals that it is easy for people to believe that a general and general personality description is especially suitable for him. Even though this description is very empty, he still thinks he reflects his personality. Once a psychologist used a general, almost applicable to anyone, let college students judge whether they are suitable for themselves. As a result, the majority of college students think that this paragraph portrays itself meticulously and accurately. The following passage is used by psychologists. Do you think it is suitable for you?

You really need others to like and respect you. You have a tendency to self criticism. You have many abilities that can make you superior, but you also have some shortcomings, but you can usually overcome them. You have some difficulties with XXXXX, though you are very calm on the surface, you are in a state of anxiety. You sometimes doubt your decision or what you do is right. You like some changes in your life and hate being restricted. You are proud of your ability to think independently, and if others do not have sufficient evidence, you will not accept it. You think it is unwise to expose yourself too openly in front of others. You are sometimes outgoing, kind, sociable, and sometimes introverted, cautious and silent. Some of your ambitions are often unrealistic.

This is actually a hat suitable for everyone.

A famous miscellaneous technician named Shaun beram said when he evaluated his performance, he was very popular because the program contained elements that everyone liked, so he made every minute "deceived". People often think that a general and general personality description reveals their own characteristics very accurately. This tendency is called "the banner effect" in psychology.

A psychologist sent a group of people to Minnesota's multiple personality Checklist (MMPI) and produced two results to tell participants what their results were. In fact, one is the result of the participants themselves, and the other is the average answer of the majority. Participants thought that the latter expressed their personality characteristics more accurately.

The suggestive effect is very common in life. For fortune telling, many people have consulted fortune teller and think that fortune tellers are "right". In fact, those who seek help from fortune telling themselves are characterized by hints. When people's mood is low and frustrated, they lose control of life, so their sense of security is also affected. A person who lacks sense of security is also much more dependent on psychology, and is much more suggestive than usual. Moreover, fortune tellers are good at figuring people's inner feelings, and can understand the feelings of the help people slightly. Fortune teller's next general and irrelevant remarks will convince the callers.

Although our ancestors did not read psychology, nor could we say "hint effect", they used hint effect. The most typical example is the "thirst for perfection" in romance of the Three Kingdoms. Cao Cao once had a long journey, and the weather was hot. Officers and soldiers were tired and thirsty, but they could not find wells and streams. So Cao Cao said, "there's a merlin in front of the mountain..." Because plum is sour, so when mentioning prune, the psychological implication of "sour" has played a role, so people's mouth secretes saliva very much, playing a temporary effect of quench thirst. You see, Cao Cao is not only a statesman, a strategist, but also a "psychologist". He uses the hint effect involuntarily.

The crutch of Zhao Benshan and Wei Fan is also the humorous embodiment of suggestive effect. The buyer said that although his face was a little big, he had no problems with his legs. The seller said, "the face is big, that is the nerve necrosis at the end of the leg, and the face is suffocated." The buyer said, "there is nothing wrong with his left leg, but the right leg fell when I was young." The seller said, "that's a diversion. If you walk your left leg for a lap, you will feel uncomfortable." "Peripheral nerve necrosis" and "metastasis" are commonly used words in medicine and have strong suggestive effects. As a result, the buyer was convinced that his left leg was ill. So a hoax was completed. It is probably the author's fiction, but they reflect the truth of life. {page_break}

　　 Suggestive effect Marketing Application in

How should businessmen effectively utilize the implied effect of price? Combined with the above analysis, we can draw some marketing inspirations, making it easy for Hu general to make the right decisions. Policy decision Find the direction.

For example, because consumers' last exposure to encounter prices has the greatest impact on their willingness to pay, retailers can list relatively expensive goods in the preceding pages while designing the catalogue, while placing prices relatively low in the subsequent catalog pages are exactly what they want to buy, so as to motivate them to buy.

In addition, advertising information about related products or other categories of products can be introduced in the form of suspension advertisement on the enterprise website. For example, when consumers open a browser to log in to the excellent network to purchase books, a advertised Ctrip special tour package (including tickets + hotels) is popped out. The price is not very high for a trip, but it is quite expensive for books. 399. Although they are different categories of products, the suggestive effect of casual prices still exists. Those who have noticed that the price sensitivity of this advertisement will decrease inadvertently, so that they may buy more expensive books or accept more expensive books than their pre paid ones.

In addition, some retailers are often full of cheap products that trigger customers' impulse buying in the vicinity of cash registers. In fact, they may try to put some expensive products which are not very attractive, so that consumers can be satisfied with buying moderate priced goods, even though the actual prices of these goods may be more expensive than elsewhere.

Using the suggestive effect of price sometimes can even make consumers feel more expensive. Imagine: in a department store, if the most expensive goods are placed at the front of the shelf, such as a set of famous brand suits priced at 17588 yuan, will customers still feel that the necktie priced at 1299 yuan is too black and too profiteering?

Packaging is the most extensive and frequent visual image with consumers. Commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness and building brand. Zhang Xuekui lecturer believes that implying effect in packaging will be unpredictable.

Purchasing psychology generally goes through three stages: cognitive process, emotional process and decision-making process. In the case of similar quality and price, unique packaging can glance at 0.25 seconds (shoppers observe the time of each commodity) to decide whether consumers will turn from unintentional attention to intentional attention and attract consumers' vision and interest into the consumer's choice.

The difference of people's consumption psychology determines that commodity packaging must attract specific consumers to produce expected purchase behavior. Therefore, in the design of commodity packaging, we must design for different consumer groups. Packaging design can only grasp the psychology of consumers, cater to the preferences of consumers, meet the needs of consumers, stimulate and guide the feelings of consumers, and be able to stand out in the fierce competition.