Buying and The Mind

Article Title: Understanding The Psychology of Buying
Author: Pam Lawthorne (online marketing consultant)
Website: pamlawthorn.com

In order to have a successful business, marketers have to know how to properly appeal to there buyers, and in order to do that, marketers have to understand the psychology of buying. Lawthorne believes that it is easy to understand what buyers want, but difficult to apply into their own market.

The first basic psychologic aspect of buyers is that people buy on emotions and justify it with logic. The article uses a example of a Mercedes. A person does not buy a Mercedes because its a good economic decision, they buy it because their emotions appeal to it. They like the way they feel in the car. Then, after a while, they justify their purchase to others with logic. They say thing like "I need this to look good for clients". They give logical reasons to justify their purchases.

The last major aspect the article gives on the psychology of buying, is That people buy on believability. In order for people to buy your product, you must make the buyer believe that they need the product you are selling. The claim you make must be both beneficial and believable. People are more willing to buy if they believe that the product will satisfy. Both believability, and emotions are necessary in order to make a profit.