Psychological Look In Your Consumer Brain to Improve Conversion

At first glance, the consumer’s decision to buy one product over another might seem simple and arbitrary, but nothing could be further from the truth. When people buy, they do so because of specific psychological processes. As a marketer or business owner, a thorough understanding of your consumer’s brain and this process will give you a leg up on the competition.

Here’s a look at how the consumer’s brain works and how you can convert the knowledge into sales.

Tap into Emotions

The first step in understanding consumer psychology is with a dismissal of the rational. People rarely buy products or services because of rational thought. Consumerism is not rational, it’s emotional. The biggest problem many businesses have is that they aim for a rational appeal rather than emotional. However, if a business can relate its products to experiences that evoke strong emotions from consumers, such as fear or love, those consumers will more likely choose their products.

Delve the Subconscious

Most people believe they buy a product based on its attributes, but in reality, they go through a number of subconscious stages:

  • First is the need/problem they have that a product or service will fulfill. They will justify their need of the item or service in a few different ways: a rational need, a social need and a need for change.
  • Also, they will then begin an evaluation of similar products. They will compare what they know of brands to what they can find online or hear from friends and family.
  • The consumer will likely evaluate once again the pros and cons of similar products or services, and each consumer will find importance in different places. However, this rationale won’t hold up against the emotional impact marketing can have on a consumer. For example, if you can tap into a person’s fear — like the fear of missing out on an exclusive product or deal — you’re more than likely able to urge the consumer to make a purchase, as fear is one of the strongest human emotions.

Here are six ways how your customers can feel noticed.

Create a Welcoming Atmosphere


Despite all the rational and emotional aspects of the consumer process, many consumers still don’t know which product they will buy when/if they walk into a store. They have done their homework, asked their friends, and read reviews, yet none of this matters once they are faced with the products at hand. This is the moment that people make their decision based on how they feel in your store.

From the ambiance to the security, help ease their minds by creating a welcoming atmosphere. For example, by installing a security camera system you assure your customers they can relax in your place of business. What’s more, not only will they provide security, but they will also help keep employees accountable. Certain high-end cameras can also alert you when people enter or exit the store or park in a handicap spot, which gives employees the opportunity to offer assistance. By curating your store, you can create an atmosphere in which customers feel as though it is a store which they would buy in.

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan