Retail Therapy -
What are the Psychological Triggers That Make Us Buy?
Many years ago I dated a girl that joked about the idea of “retail therapy“. In all honesty, don’t we sometimes buy something to cheer ourselves up? This could be a good or bad thing really.
Take me to a book store, a record shop, or a bar and I could easily buy to take the edge off or cheer myself up if I was in a bad mood. It is rare these days, but in my youth… yeah I was sometimes swayed to purchases I really didn’t need to be making.
As we complete the “Black Friday / Cyber Monday” season that has basically become Black Friday Month, and we head into the Christmas season when I wrote this article, we must ask ourselves – is “retail therapy” or mass consumption really serving us?
Back when I was first introduced to this concept some 20+ years ago, retail therapy was kind of a joke, but also something I saw practiced fairly regularly.
Was “retail therapy” back then, and is it even now, a healthy practice? Have we slid beyond buying what we need to becoming mass-consumers buying for unhealthy reasons? As a way to “fit in” or “hoping to find happiness”?
Have you ever wondered what makes us purchase the things we do? Have you ever questioned… what is the psychology of buying? or… what are physiological triggers that make us buy stuff, lots and lots of stuff?
Why do we window shop for hours without buying anything and then impulsively buy something we don’t need from a brand we’ve only heard about now? Have you ever done this?
You might be surprised to find out that there are psychological triggers at play that influence our spending habits. You might not like the idea that we are out of control or even manipulated and/or tricked by companies just wanting us to buy more and more of their stuff. This may be small things or even high-ticket items.
I have my own struggles in this area and when I reflect deeply on this stuff I can now see when I am triggered to buy and for all kinds of reasons. It is crazy how little I noticed this before.
This is why you might like to understand the common psychological triggers that make us buy. It is fascinating and maybe a bit scary, but knowledge is power.
In this article, we’ll explore what some of these triggers are and how they can be used to nudge us toward a purchase.
So if you’re curious to find out more, keep reading!
What Are some Psychological TRIGGERS THAT MAKE US BUY?
Sense Of Belonging
From a young age, humans are social creatures who seek the feeling of belonging to a group.
This need for social interaction and a sense of community is evident throughout our lives, from joining sports teams to working at a company.
It’s no surprise, then, that many brands use this social desire when designing their campaigns.
By targeting people’s need for connection, brands can make their customers feel like they are joining a community, not just spending money.
I think of Harley Davidson and Apple as two great examples. I fell in love with both brands in my youth.
In a world where we are increasingly disconnected from our neighbors and communities, anything that can help us feel more connected is likely to be welcomed.
It is important, however, to be able to see through artificial campaigns only trying to manipulate us.
It’s all about recognizing when a brand truly cares about consumers’ preferences and voices and truly tries to build a long-lasting relationship with them.
Some brands try to make you think they are interested in you or you’ll be cool if you buy their products, but is it truly a benefit to your life? I am a member of many communities and it is pretty instant when it is only to benefit the owner or company.
So maybe these companies that are dropping the ball mean well, but may find building a healthy community is hard by itself. Add a business side and it become even harder to do what is best for the members and community.
This is why a clear defined purpose can help or core values clearly defined my help. How many companies do this though? Just a small number in my opinion.
I am passionate about building community with my brand as well, and you know what… sometimes I fail my community. More often than I would like for sure. It is hard work.
I am on a journey to build a safe space and healthy community that serves the members. Why? Because I truly believe community is very needed in society because we are very divided and even isolated in the US and maybe many Western Individualistic cultures.
Curiosity
It is no secret that curiosity is a powerful force.
From a young age, we are encouraged to ask questions and explore the world around us.
This innate sense of curiosity drives us to learn new things and seek out new experiences.
It is what motivates us to take risks and step outside our comfort zones.
And it is also what makes us susceptible to marketing campaigns and strategies that play on our curiosity.
After all, if we didn’t have this insatiable need to know more, we would be much less likely to click on that intriguing ad or read that compelling article.
Businesses play on this trait by using mechanisms such as prompts that motivate us to take a specific action or, for example, giving sneak peeks of their products.
So the next time you find yourself succumbing to your curiosity, spare a moment to reflect on the power of this tool.
And most importantly, try to manage your expectations in relation to the product you are looking at.
We have all been guilty of falling into the trap of buying things we don’t like just because we were sold on the curious advertising. Being in the marketing world for almost 30 years, I fall on both sides of this equation.
Shame
Moving on to the dark side – shame.
Shame is a very powerful tool that can make almost anyone buy or do out of character things.
It plays on people’s emotions, and like in the case of the beauty industry, many campaigns walk around the thin line between being offensive and motivating.
The most common themes associated with shame are perfectionism, fear of not being good enough, and the feeling of not being pretty enough. We see this all the time in advertising and even in self-help books.
In some cases, shame is used in a more positive way, such as in anti-smoking campaigns that seek to make people feel bad about their choices to dissuade them from engaging in risky behavior.
However, more often than not, shame is employed in a way that preys on people’s insecurities and reinforces harmful stereotypes.
It’s important to be aware of this tactic driving some of the products we purchase and the messages we consume.
Fear
Fear is a powerful emotion that can be harnessed by marketing campaigns to drive consumer behavior.
In some cases, campaigns may create a sense of urgency by invoking fear of missing out on a discount or limited-time offer.
In other cases, they may play on actual fears that humans have, such as the fear of illness or the fear of being judged by others.
When used effectively, fear can be a highly effective marketing tool.
So next time you see an offer about to expire soon and feel compelled to do something, think about whether you really need that product.
Or is it merely a campaign trying to make you feel like your life depends on buying it?
All In All
It’s important to be aware of how we’re being targeted so that we can make the best decisions for ourselves.
Even though psychological triggers are a powerful way to get us to buy things, it’s still up to us whether or not we actually want those things.
So the next time you’re considering buying something, ask yourself whether it was because of a clever marketing campaign or because it genuinely added value to your life.
And always remember – if it seems too good to be true, it probably is!