The Brain Sell

Why do you buy what you buy? The answer lies deep within your brain – and savvy marketers know exactly how to tap into it.

1. Two Types of Shopping: A Chore or An Adventure

Shopping is not just about purchasing goods; it reflects how we view and engage with the experience. Consumers fall into two categories: those who "go shopping" for fun and those who "do shopping" as a task.

Those who go shopping treat it as a leisure activity. They enjoy the sights, sounds, and interactions, often staying longer in stores, browsing, and experiencing brands without urgency. This group is the dream of advertisers – they are more open to being influenced by visual merchandising, sampling, and promotional events.

On the flip side, those who do shopping see it as a necessity. Their trips are targeted and efficient, often limited to purchasing essentials like groceries or household items. This group is far more resistant to marketing ploys due to their focus on completing the task quickly.

Examples

• Lingering in a mall during the weekend aligns with the “go shopping” mindset.
• Picking up essentials, like milk and bread, during a rushed grocery trip represents “do shopping.”
• Department stores often cater to browsers by creating visually appealing showrooms that encourage exploration.

2. Scarcity Sparks Desire

Marketers know that making a product appear scarce can transform it into a "must-have." Scarcity creates urgency and exclusivity, driving demand.

By artificially limiting supply, companies can make consumers feel like they’re missing out unless they act quickly. The Apple iPhone’s release strategy is a classic example; publicized queues outside stores create buzz and reinforce the perception of a high-demand product.

Another related tactic is exploiting insecurities to turn wants into needs. This approach dates back to the 1920s when Listerine marketed mouthwash by playing on people’s fear of bad breath, making it a perceived necessity for love and acceptance.

Examples

• Limited-edition sneaker drops often prompt massive crowds and online sell-outs within minutes.
• Black Friday sales leverage scarcity with “limited stock” offers to push people into buying.
• Listerine's historic marketing linked breath freshness to romantic success.

3. Body Language Speaks Volumes

In retail, both staff and customers are influenced by posture and gestures. Body language shapes the buying experience and sales outcomes.

Sales staff using powerful stances, such as standing straight or using open gestures, appear confident and authoritative, encouraging trust from shoppers. Conversely, closed-off poses, like crossing arms, can convey disinterest or incompetence, deterring sales.

Even customers’ arm movements matter. Retailers encourage arm flexion (associated with acquisition, like hugging a friend) by placing items on lower shelves or offering baskets instead of carts to keep hands close to the body, subtly prompting more purchases.

Examples

• Sales associates standing with arms open exude approachability and competence.
• Products at lower levels are easier for shoppers to pick up, increasing the likelihood of purchase.
• Shoppers using baskets tend to grab more items compared to those with trolleys that encourage arm extension.

4. Sensory Triggers Influence Decisions

Sounds and smells are powerful tools in a retailer’s playbook, subtly affecting mood and purchasing behavior.

Music can dictate the pace of movement in a store. Slow melodies make shoppers linger, often leading to higher spending, while specific genres, like classical music, encourage customers to choose more premium products. Similarly, aromas can evoke associations that influence purchasing, such as the smell of fresh popcorn in cinemas sparking snack sales.

Brands also create unique sensory experiences to align with their products. Dunkin’ Donuts, for example, used the smell of coffee in buses to remind passengers of their offerings, effectively increasing visits and sales.

Examples

• Classical music in a wine store nudges customers toward high-end bottles.
• 16% growth in visits to Dunkin’ Donuts followed their innovative coffee scent campaign.
• Department stores use floral or citrus scents to create a fresh, inviting atmosphere.

5. Emotional States Open Wallets

Impulse shopping is most common when emotions are heightened. Retailers cleverly exploit both positive and negative feelings to drive spending.

When we’re unhappy, we might shop to feel better, but this often results in regrettable purchases. On vacations, feelings of excitement and freedom can lead to overindulgence, like buying expensive souvenirs. Understanding these patterns can help consumers resist triggers.

Disrupting thought patterns with mental imagery, like imagining a pink elephant in blue custard, forces the brain to focus elsewhere. This pause is often enough to prevent an impulsive decision.

Examples

• Retailers strategically place checkout displays to tempt impulse buys when shoppers are fatigued or distracted.
• Vacationers often splurge on overpriced keepsakes they’d never consider at home.
• Psychologists recommend visualizing absurd images to curb impulsive decisions in the moment.

6. Online Shopping Needs Vigilance

Shopping online comes with unique challenges, including risks of scams and overspending due to convenience and ease of checkout.

Basic precautions like complex passwords made of letters, numbers, and symbols can protect against hacking. Changing passwords frequently adds an extra layer of security, though many users ignore these steps.

Parents also play a role in ensuring children’s digital safety. Educating kids about responsible online behavior and monitoring their activities can safeguard them from exposure to harmful content.

Examples

• Hackers easily breach simple passwords based on pet names or birthdays.
• Fraudsters mimic reputable sites to scam unsuspecting shoppers.
• Parental guidance online reduces the risk of scams or exposure to adult content.

7. Retailer Tricks Aren’t Always Subtle

Retailers use obvious and covert tactics to keep customers shopping longer. Store layouts are deliberately designed to control flow and maximize exposure to various products.

Grocery stores place staples like dairy at the back, ensuring shoppers walk past multiple aisles. The use of sales signage and bright colors also commands attention, subtly encouraging additional purchases.

Their goal is to create an environment where deliberate choices seem effortless, promoting unchecked buying.

Examples

• IKEA’s maze-like areas extend shopping time and expose customers to a wider range of items.
• End-of-aisle displays often feature discounts or deals to seduce impulse buyers.
• Bright red sale labels attract attention and nudge people toward “bargains.”

8. Trust Comes From Simple Tactics

Trust in retail isn’t just about product quality – it’s also about earning customer confidence through approachable tactics.

Using simple language, clear pricing, and transparency in returns policies builds trust. Companies that seem relatable and down-to-earth often earn more brand loyalty than faceless corporations.

Oxytocin, the hormone of bonding, is sometimes used in scents to create subconscious feelings of trust in a store environment.

Examples

• Transparent pricing policies win over skeptical customers.
• Local bakeries that share their baking process build stronger client relationships.
• Retailers with clear refund terms and no hidden fees gain repeat business.

9. The Science of Shopping Continues to Evolve

Advances in neuroscience and psychology offer ongoing opportunities for retailers to refine their strategies. Understanding how people think and act can let businesses anticipate needs and desires before customers even realize them.

From visual merchandising techniques to tracking eye movements, the expansion of these tools makes retail even more precise. However, ethical considerations around manipulation remain a growing area of concern.

Examples

• Eye-tracking studies show where customers focus during their shopping journey.
• Augmented reality apps let customers “try on” products virtually, eliminating hesitation.
• Ethical debates arise around using psychological data to manipulate consumer behavior.

Takeaways

1. Train yourself to question impulse purchases by distracting your thoughts with vivid imagery.
2. Strengthen your passwords by using random phrases, numbers, and symbols to avoid online risks.
3. Be mindful of environmental sensory cues, like music and smell, and how they may influence your decisions.