[Keywords:] brand psychology
Explore the basic reasons why consumers choose brands, Maslow's hierarchy of needs theory. People's needs are not parallel and equally important, but a step of 1 Only when the low-level needs are met to a certain extent, the higher-level needs will become an incentive factor. The development of brand connotation has also evolved along the path of "function-symbol-experience", from paying attention to the use value of products or services, meeting physiological and safety needs, to pursuing emotion, recognition and respect, and then focusing on "showing yourself to others through brands", and obtaining 1 kinds of psychological warm and beautiful feelings and reverie.
How do consumers understand brands?
We found that many people have 1 considerations about what brand of goods to buy in advance when they walk into the mall. This phenomenon is quite common. In addition, consumers have a 1 law when shopping, that is, the higher the product grade, the more common the purchase phenomenon. From a psychological point of view, the psychological effect of famous brands is reflected in the fact that consumers recognize your brand and buy your things. To achieve this effect, your brand will almost become a famous brand.
Psychological analysis of brand purchase process
"Psychologists' 1 survey results show that 83% of the information people receive from the outside world is through their eyes, 1 1% is through their hearing, 3. 5% depends on touch, and the rest comes from taste and smell. " Therefore, in brand design and communication, customers should be given enough stimulation intensity to form "visual impact" and "sensational effect".
In brand cognition, psychological research shows that "people's cognition of the brand needs to be harmonious, that is, the information about the same brand as 1 should be similar or compatible." Otherwise, there will be what Stanford University social psychologist L Festinger called "cognitive dissonance", that is, when people find that their beliefs and behaviors are not 1, they will feel anxious. "Getting people's recognition is the real value of the brand". To adjust this imbalance, we can change the importance of "factors leading to disharmony". Personally, I think his influence on these factors; Possible consequences of disharmony. (Stephen P. Robbins). Using the reinforcement theory of B. F.Skinner, a famous psychologist, we can give external incentives (or punishments) to the behaviors that manufacturers and distributors want, and make them form buying habits or inertia.
In brand association, the memory network model in cognitive psychology holds that human memory, like 1 net 1, has many connected nodes (each 1 node is 1 memory unit, which is used to represent the fixed point of each piece of 1 information). When people process the information between two nodes in a meaningful way, the connection between them is established, and then the connection and the node can be activated (the node here can be information about the enterprise). Brand is a series of stories, touching, warm and imaginative. At the same time, the brand extension is carried out by using the point-to-area and transfer effect in psychology (psychological research proves that people always have the psychology of waiting and distrusting strange things), and products (services) communicate and feel each other.
Brand experience demand "refers to consumers' needs (consumer products) in pursuit of sensory pleasure, diversification of experience and novelty of cognition". This has become the theoretical basis of current and future brand building. Joseph Pine II believes that the experience economy will become the mainstream economic form in the future.
Attitudes and beliefs about brands
"People's attitude is formed on the basis of experience, and its 1 is formed in direct contact with the object, starting with 1 contact, and then the subsequent experience; Another 1 information source formed by attitude is advertising. " This shows that attitudes can be formed or changed in acquired learning through: "simple repetition" (a two-factor theoretical model of repeated exposure; Familiar with strengthening attitude); "Classical or instrumental conditional learning" (stimulating reflection and experience); "Observational learning" (in any 1 organization, people tend to regard "important others" as behavior models) and "information processing" (the more information consumers have about a specific product or service, the more credible the information, the more likely they are to have a stronger attitude towards it).
Consumer belief is "the knowledge that consumers hold about the properties and benefits of things". Customers may have different beliefs about 1, thus affecting their attitude. If you think that brand-name products or services are well designed and of excellent quality. With this belief, consumers will have a positive emotional experience of 1, that is, they believe that the products of this brand can meet their needs. So, how to influence beliefs? Psychology also believes that beliefs and attitudes are 1, which can be changed through acquired learning. This is exactly what the enterprise wants, and it is also trying to use or change.
How to improve the influence of brands on consumers? There are 1 ways to repeat advertisements. Now 1 Some people think that the more repetition, the better. Because the more repetitions, the stronger the popularity.
In terms of psychological theory, this is called a two-factor theoretical model of repeated exposure. According to this theory, if your advertisement keeps repeating, there are two psychological factors at work every 1 repetition, positive factors and boring factors. When you repeat it several times, the effect of positive factors will rise quickly. Then, if you continue to repeat, the effect will begin to decrease, and boring factors will begin to appear, with little performance effect, but when you repeat it for a certain number of times 1, the effect will be obvious. When the two interact, a curve of 1 will appear, which shows that the effect at 1 is directly proportional to the number of repetitions, and if it exceeds 1 for a certain number of times, it will be counterproductive. This is the theory of 1 in psychology.
Brand reputation depends not only on the physical and chemical characteristics of products, but also on people's value system. When we make a unique selling point, we can't just limit ourselves to the "rational" level of the physical and chemical characteristics of products. We should consider whether this selling point and the characteristics of consumer psychology are 1, and study consumer psychology from the perceptual or irrational point of view. Therefore, brand reputation must have the belief of 1. With this belief, consumers have a positive emotional experience of 1, that is, they believe that the products of this brand can meet their needs.
The influence of halo effect and selective perception on brand in psychology.
Beauty is in the eye of the lover, crazy in love and lingering in the gas field. Psychological research believes that people's understanding of the nature of the environment often has this "halo (or halo) effect." According to the advantages and disadvantages of 1 impression or a 1 aspect, the overall cognition is formed from point to surface. This is of constructive significance to brand communication, focusing on "1 impression", adhering to high standards, unifying the image of 1, maintaining the consistency of ideas, and making customers dizzy and obsessed for a long time.
We have such an experience that looking for a person in the vast sea of people will not be at a loss, but will selectively allocate eyeballs and have clear goals, which is called selective perception in psychology. With the application and popularization of the Internet, consumers have more channel choices. What is the focus of consumer choice? Undoubtedly, strong brands often make eye contact, which is the highlight of brand CIS.
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