INSIGHTS | WHY DO WE BUY WHAT WE BUY?
I Chloë, am investigating the psychological effect of influencer marketing, for my study Applied Psychology in collaboration with House of Rebels. Every month I will keep you informed about the developments and findings of the research. This time I am asking the question: ‘why do we buy what we buy?’
Everybody buys stuff on a daily basis, whether this is the daily groceries, those new shoes that were high on your wish list or the holiday that had to be paid. We buy always and everywhere. Basically we buy because we need something, food and drinks, clothes to protect yourself from the cold weather and a vacation to relax. But how often do you catch yourself buying something that you do not really need at all? Why do we do that and how do we determine what we need and what not?
Purchasing motives play an important role in buying behaviour. For example, which need satisfies the product or service? The buying motive is directly connected to your needs and forms the drive for your action. In this process you are confronted on the one hand with limited resources, for example time and money, which are important when making a choice. On the other hand with needs that want to be satisfied. So there are various motives that conflict with each other. It is up to the marketers to decide for which strategy they choose to resolve these conflicts for the consumer and thereby make the choice easier.
DURATION IS GOOD
When it comes to a good purchase, we often look at the price. If this is low, we often make the link with it being qualitatively worse. When the price is higher, we almost automatically assume that the product is of good quality. But why is that? In order to get through daily life easily, our brain uses a ‘bias’, these are a kind of rules of thumb so that we do not stay silent on decisions, but make them quickly. An example of such a rule of thumb is ‘expensive is good’. Because often the more expensive products are of better quality, we make this assumption. As we have all experienced, unfortunately this does not apply to everything.
When it comes to trends, we always want to be aware of the latest and we would like to follow them. We want to ‘conform’ to this. When it comes to shoes that everyone has and you really want to have, the choice is usually made quickly. Even though you had already bought new shoes a week earlier. Following the trend gives you the feeling that you ‘belong’ and that gives satisfaction. This phenomenon often happens with influencers, when we see a lot of influencers with a certain product, we want that product too. Once we have the product we feel that we belong. Perhaps this is recognizable?
Want to know more about what we could do in terms of influencer marketing? Contact us!