The Consumer Need Myth and Why Customers Really Buy
You’d be hard pressed to find any marketing text book that doesn’t talk at some point about “consumer need”.
It’s a simple enough concept: the products that will do best are those that meet a requirement that someone has.
At the next level you may find there’s a discussion on the types of consumer need. Broadly these break down into physical and emotional needs.
So, by way of simplistic example, the former says that, because you’re cold you will buy a hat. The latter that because you want to feel special you’ll buy an expensive hat.
This is all fine up to a point. But I happen to think that most consumer behaviour is nothing to do with “need”. This is a problem because the notion of consumer need suggests that, at some level, a consumer is aware of what it is they are getting as a result of acquiring the product, and in my experience that’s often not the case.
Have you ever noticed how much some people’s lives are taken up with shopping; for some people human behaviour is consumer behaviour, almost exclusively. When they aren’t shopping, they’re thinking about shopping, or watching TV programmes surrounded by ads, or reading magazines that are promoting consumerism directly through their copy or indirectly through their adverts.
And some people will talk about shopping for hours; granted they’re not talking about the physical act of buying, they’re talking about something they’re thinking about buying, or something they’ve bought, or what happened when they tried to buy something.
All of this is has precious little to do with how cold someone’s head is.
I suspect that we’re collectively so preoccupied with shopping because of how our brains work. Studies show that the brain works by estimating risk and reward, and then sending out extra dopamine (the feel good factor) when a decision is proved correct. This increases the strength of the the neural pathway, essentially increasing our perception that what we thought would happen did.
I won’t explore the many fascinating implications of this mechanisms now, but when it comes to shopping I suspect it’s so prevalent because it’s so predictably rewarding.
Most of the time when you go out to buy you successfully do so. The process is completed and you now own something new. Owning stuff feels nice. In fact, studies like the one I talked about recently in my eZine (The Importance of Touch) show that we get very attached to things we hold very quickly.
In evolutionary terms it’s generally been advantageous for us to have stuff: stored provisions, items we can use as tools, things we can defend ourselves with, mechanisms for protecting ourselves from the elements and so on. So our brains have evolved to reward us for having things.
Rarely is shopping disappointing or dissatisfying. When it is we learn quickly to change our expectations or to avoid places that fail to satisfy, and we can quickly find substitutes.
In essence shopping is low risk, high reward behaviour, and our brains get a kick out of that.
Philip Graves
P.S. You can sign up for my eZine here.
That is why credit cards are so dangerous. THey divorce the pleasant experience of getting stuff from the unpleasant business of paying for it.
Seize the Day,
Rob
Sales Eagles Soar Above the Competition!
Personal Asset Protection For Small Business Owners
Hi Phil,
Spot on with Rob on that one…you don’t have that unpleasant feeling of parting with your green whe you use the plastic!
But awesome read as usual you know your stuff!
Duane
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I like your nervous system approach. It is smart to focus on this as it controls all we do.
Bob Kaufer
Sign Up for My Free Neuro Performance E Course Here
Acquiring resources is a fundemental human drive.
Christian Haller
The Art of Good Eating
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People always buy what they want and beg for the things they need.
Lynn Lane
http://www.Warriorofsuccess.com
Phil,
I like your “P.S. You can sign up for my eZine here.”
You’ve got great insight here. But then how do we explain why it takes female hours to get the the same items as male can do it in a flash?
Apparently, women treat it as a process where men straightly as a means to an end.
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Money Page)
@John Ho
Well, with all the necessary caveats about generalising (which is inherent to any research), there do appear to be differences in the way in which men and women process choices.
I can think of several possible reasons:
1. A difference in how our brains process and access data
2. A difference in how our brains access information
3. A physiological drive (perhaps testosterone based) for men to act (whereby we find it more difficult to oscillate between options and therefore just dive in to avoid the ‘pain’).
4. A difference in the way in which we perceive the items we’re choosing between (whereby perhaps men judge them more simply and therefore latch on to one key variable, rather than the more complex balance).
I’m inclined towards the theory that men look for one significant variable to be attractive and women balance more, but I’ve got zero evidence to support this!
Philip
You got me! I signed up for your ezine. Don’t dissapoint me! I agree with the credit card comments. People often attend to their needs after their wants. We’d rather be happy than safe.
Anthony
http://www.anthonylemme.com
Hi Phil,
Question- Why is it then that typically Females spend more time shopping then Males? Are there specific contributing factors to this?
Mitch
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I am always estimating risk and reward. If I’m buying a sweater, I’ll think “hmmmm will I wear this $35.00 worth” or with something very dressy I will think “since I probably will only wear this 2 or 3 times at most because I don’t go to many fancy events, will I feel good enough while I’m wearing it to spend $150.00.” great article
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
Great post! It really makes one think about the price to pleasure ratio.
Pam
Invest in Your Future
Great Minds, Great Wealth: How to Raise your Return, Reduce your Risk, Cut your Cost
Personal Investment Strategies
I was reading recently in a women’s magazine about our habit of buying lipstick. This particular item seems to be one of those “needs” that has the ability to uplift spirits. The magazine recommended lipstick for shopping therapy.
Pat
Business Owners Fast Track to Internet Profits
Great stuff Phil.
You’re a true consumer behavior expert.
I’m really impressed with your writing. I learn a huge amount when I’m here.
People buy on emotion and rationalize it afterwards.
JJ Jalopy.
How to become a coach with JJ Jalopy
This is a very interesting post on consumer behaviour. I tend to think there is an underlying need to re-affirm our values and identity behind our purchasing behaviours though.
All the best,
Yann
Phil,
This makes sense. However, what about the frugal person? Is that he/she feels more rewarded holding onto cash, or do you feel the every person has some shopping bent within themselves?
Health, Fitness — Darryl Pace
Fitness Product Review
Phil,
Well said, I never thought of that before but it’s interesting Gayle will go shopping, spend hours, buy things she doesn’t even try on, and end up taking them back a few days later. And I always got the feeling that she really enjoyed the experience.
Thanks
JC JC
Butterfly Marketing
Manuscript
Good post. so many people are adicted to not only shopping but buying. paying? not so much.
Don Shepherd
Central Oregon Expert
I’m with Lisa, I am always trying to risk assess or justify a purchase.
I would love to read a post on car buying sometime.
Also, you are off the hook for going to my blog if it is making your tinnitus worse in any way. I would feel awful if it got worse so please don’t feel obligated to go over there.
My Best
Jennifer
The Harwood Center – Tinnitus, Chronic Illness, Fers, Phobias, and Anxiety
The Harwood Center Products
Oh, I DEFINITELY need to buy an expensive hat!
All the best,
April Braswell
Online Dating Sites Review, Internet Dating Sites Guide
Philip, I had an interesting shopping experience today. I had no intention of shopping but I received a 40% off one item special on my blackberry. Once I was in the store, I entered the shopping mode and bought 3 things. The super special got me in the store and completely changed my mindset. Mark
Marketingscoops
GlacierIceCream
We buy for a variety of reasons, only one of which is need. The reasons we buy are manyfold and complicated. Your posts make it easier to figure this stuff out.
Steve Chambers, The Sales Expert
Are you a Sales Eagle?
I agree with Rob…credit cards ca be so dangerous…kewl post …Im learning loads on here!!!
David Power
David Power’s Hour
Expert in Hypnosis, Success Thinking and Practical Parenting