Oh my god, you’re such a….! I don’t like being labeled. Unless it’s really cute. What I do like is labels that tell me whether I should or should not be buying a certain product. It’s the paradox of choice that paralyzes me when I’m ‘hangry’ after a long day’s work; standing in the supermarket, having to cook dinner which should be reasonably nice and preferably to our planet and the people living on it as well. But that’s me. However, these labels influence you too. As for the marketers: read below why it is important to know what you should or should not be doing with these labels.
Want to add some extra persuasive punch to your message? All you need is some neuroscience. And quite literally so: explanations that contain neuroscientific information such as brain scans or typical neuro-lingo are more persuasive.
People in general are creatures of habit. We get attached to buying the same products from the same brands over and over again. For example: what happens to our favorite brand of chips, cosmetics or electronics when the brand/product undergoes a change. A change in packaging or a change in brand name could have a big impact on the way consumers perceive the product/brand. Will the old trusty chips, that you once called your favorite, still be the same after a change?
Imagine you’re spending the night in your nearby cinema, viewing Hollywood latest blockbuster. What determines how much you’ll enjoy the movie?
You might think about factors such the film’s beautiful cinematography, the popcorn’s crisp bite or even the usherette’s cute smile. Surprisingly, brain scientists from Princeton University have now unearthed a much more subtle influence on our experience of pleasure: the freedom of choice you had prior to attending the movie. The pleasure generated from choosing between options – let’s say a romantic comedy and a sci-fi epic – spills over to the subsequent experience. This is called the Choice Premium Effect.
People love routines. Of course, we like to think that we all make well-considered choices. But as a matter of fact, most of the time we are slaves to our own habits. This makes psychological sense, because why spend your precious time deliberating on your options and getting distracted by unnecessary details, if you can also apply a working recipe and go straight for the best result?