It’s Valentine’s Day, so go and buy me something!

Sea_otters_holding_handsToday is Valentine’s Day, and it seems that the marketing of the day, and of many occasions throughout the year, has stepped up substantially over the past couple of years. Many believe that Valentine’s Day (or VD for short), is now simply feeding our consumerist culture. But there is probably more to it than simply marketing gone mad – although marketers are pretty good at tapping into our very human vulnerabilities.

The need to love, to be loved and to belong is central to our idea of happiness. Being in love, and loving someone, is bound up with perception, imagination and a desired reality.

Much marketing is based on exploiting both our imagination and our desired reality.

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It’s Valentines Day, babe… what are you buying me?

adult aged bouquet buildings

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Valentine’s Day is coming, and for many, it seems that the marketing of this particular day and of many occasions throughout the year – such as Halloween, Easter and Christmas – has stepped up a gear over the past couple of years. Many believe that these events are simply feeding our consumerist culture, and to some degree they are right.

In its own way, Valentines Day is a prime example of segmentation and targeting, where marketers develop a marketing mix to suit the key target markets. Segments work best when the consumer opts in and actually buys the product, rather than when it is a constructed demographic that is targeted by marketers. In my MBA classes, I regularly remind students that marketers don’t choose segments; the customer chooses to be in a segment through their behaviour. And this is all that is happening on Valentines Day.

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Why we make and break New Year’s resolutions

sport fitness workout resolution

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It’s an arbitrary date of a calendar developed by mathematicians and introduced by Pope Gregory XIII in 1582, but on 1 January each year, many of us like to think about how we might change one (or some) of our less appealing habits.

We could instead have picked 1 September, which was the start of the Byzantine year, or 25 March, which was the start of the legal year in England from the 12th century until 1751.

But humans love a ritual, and the start of the Gregorian year seems like a perfectly sensible time to try something different.

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The psychology of online shopping: Are you a slave to the technology?

Quick answer… more than likely, although you would never admit it.

selective focus photography of woman holding black cased smartphone near assorted clothes

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Online shopping has revolutionised the way we buy so many day-to-day items. The online world has so infiltrated the way we shop, that for the most part, we simply don’t realise how ubiquitous it is.

Whether it’s jumping on to the Myer website for the Black Friday sales, buying a digital subscription on Spotify, catching an Uber, downloading a movie from Google Play, choosing your seats for the theatre and then collecting your tickets at the box office, ordering and then getting your pizza or burger delivered by Deliveroo, or buying our coffee beans from our favourite Single Origin provider, nearly all of us at some point are using the online environment to buy a good or a service. Australia is currently the 10th largest e-commerce market in the world by revenue. E-commerce in Australia will continue to grow. The market size is estimated to be A$35.2 billion (US$ 25.2 billion) by 2021, but this probably only represents the tip of the online iceberg.

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How sales get us to buy stuff

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If you’re one of those people who line up for the Black Friday sales, jump online for Singles Day, or are thinking that you’ll line up outside Myer or DJs on Boxing Day for the “real bargains”, rest assured, you are not alone (as you probably noticed).

Just like the thousands of people who line the harbour in Sydney or squeeze into a tiny spot down at The Rocks just to get a glimpse of the New Year’s Eve fireworks, or the crazy Melbournians who sleep outside for days for AFL grand final tickets, we’re all victims of some basic psychological factors.

The need to belong

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Hitting them where it hurts

In this episode of Listen to this, we look into how young people can change the course of history, how advertisers should probably choose where to put their money, and the ins and outs of ethical behaviour in marketing.

Listen to this – Hitting them where it hurts

women holding a planet over profit sign

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FOMO, Ooshies and wines: Why we collect

assorted plastic toy lot

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If you’re still searching for a gold Simba Ooshie, you’re not alone. Whether it’s Lion King Ooshies, Coles Little Shop, footy cards, Star Wars memorabilia, jokes, books, cacti, spoons, cars, houses or wines, it is a natural human instinct to acquire, collect and display our accomplishments.

Many of us collect material objects, ideas and even experiences (such as travel destinations or visits to restaurants), in some form or another. One estimate is that one in three people collect something in a methodical way. One way to think about collecting is that it is a common, engaging form of consumption.

Rest assured, if you collect you are not alone.

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