The Psychology of Shopping: Why We Buy What We Buy
Shopping has become an ingrained part of society. We do it when we need something specific, when we’re in a rush, when we want something special, or simply when we want to treat ourselves. However, have you ever stopped to think about why we actually buy what we do? The psychology of shopping sheds light on our deep-seated motivations for buying certain items and reveals the real reasons why we buy what we buy.
The Impact of Advertising
Advertising plays an important role in our buying decisions. It conditions us to associate certain products with certain emotions. For example, many car commercials are designed to make viewers feel strong, capable, and independent. Likewise, many beauty products are designed to evoke a sense of confidence and sophistication. It’s no surprise then that advertising can have a powerful impact on shoppers.
It’s also easy to be influenced by advertisement. Companies often spend vast amounts of money creating ads that are driven by emotions – tapping into things like nostalgia, fear of missing out, security, and ambition. When shopping, even in instances where consumers feel little influence, simply being exposed to positive advertisements could affect which products they purchase, often without them realizing it.
The Role of Color
When shopping, the colors of labels, packages and products, are highly influential. Consider the “Rules of Color”, a phenomenon developed in the early twentieth century that showed how different colors evoke different emotions and reactions. For example, blue and green tend to invoke a feeling of tranquility, making them appropriate for products such as health supplements and home goods, whereas yellow and red tend to evoke aggression and impulse, making them more conducive to impulse buys.
The Role of Convenience
Convenience is another factor that affects why we buy what we buy. Being able to quickly find what we need and get what we want is often the deciding factor between making a purchase and not. One way this plays a role is through the number of people in a store. Crowds often signal scarcity, prompting a sense of urgency to buy something before it’s gone. Likewise, convenience shopping (online shopping, drive-thru stores, etc) has transformed how people shop, with many responding to the convenience of being able to purchase items without ever leaving their homes.
The Impact of Social Media
Social media is another powerful influence when it comes to buying. Companies use social media platforms as marketing tools, showing off their latest products and creating a narrative for shoppers to think about. Not only do these platforms tap into connectivity, community, and convenience, but they also provide a readily available way to offer discounts and special offers. All of this amplifies the power of the “fear of missing out”, inspiring many shoppers to buy something quickly before the promotion is over or the opportunity is gone.
Our Emotional Connections to Shopping
It’s clear that there is a lot of psychology at work when it comes to our shopping habits. But beyond that, there is also an emotional element. Shopping has become a way to “distract” ourselves, to feel in control, to treat ourselves, or to “tune out”. We often shop not because we really need something, but because it can make us feel better, if only temporarily.
Understanding the psychology of shopping can help us better understand why we buy the things we buy. Advertising plays an important role, conditioning us to associate certain products with certain emotions. Color also influences our buying behavior, as do factors like convenience, social media, and our emotional connections to shopping. The next time you go to make a purchase, take a moment to consider the underlying psychology – and you might be better prepared to make a smarter, more informed decision.
