Dump Purchase Ideas into the Subconscious

Tossed-out items can make a big difference. A case in point is Edward Bernays, whose ideas influenced retailing salesmanship far in excess of the fame of his name. In fact, I’d think few retailers recognize his name. I’ll bet you’ve heard of his uncle, though. Sigmund Freud.
     What’s this have to do with discarding items? Well, the story goes that to reciprocate for a gift of cigars from his nephew, Dr. Freud sent a copy of one of his books that he’d planned to toss out. Reading the book subsequently led Mr. Bernays to believe that dumping ideas into a person’s subconscious in the proper ways would sell products, services, experiences, and ideas. Working for Procter & Gamble, General Motors, General Electric, and other businesses, he built profitability by refining the finding that people buy not so much out of need as out of a desire to express themselves.
     The notions of tossing out and dumping were relevant because the influence is greater when a retailer’s prompts are not consciously spotted by the shopper as consequential. It’s called priming.
     In common parlance, when we’re primed for an experience or action, we’re better prepared for it and therefore more receptive to it. Nag me about getting apples as I leave to buy the groceries, and I’m more likely to remember the apples. If I decide to place a special order at your store, start me out by going over the basics of how it’s done, and I’m more comfortable with the whole process.
     When consumer psychologists talk about priming a shopper, we’re usually referring to planting an idea in such a way that the customer doesn’t recognize it’s being done. Research finds that delivering the prompt below the level of awareness makes the prompt more influential over a shopper’s behavior. When a shopper is aware of the priming, they’re more likely to feel manipulated and fight back. Subconscious primes result in fewer counterarguments.
     Prefer visual prompts over verbal prompts. Research findings from University of Florida-Gainesville indicate that a consumer entering a store will become more likely to buy a product if an image of the product or package is displayed to the left of the entrance aisle.
     Other research suggests delivering the prompt in advance of the shopper entering the store. A subconscious influence is a seed inside the brain, and seeds take at least a little time to sprout.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more: 
Prime Your Shoppers Below Awareness 
Influence Subconsciously, Not Subliminally