How People Buy Online: The Psychology Behind Consumer Behaviour

Marketers have long debated on what governs buying decisions of digital consumers. Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions, rather than the neo cortex that works on rationale. "How People Buy Online" proves it is possible to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace by delving into consumer psychology and behavioural economics.

Format: Paperback / softback
Length: 284 pages
Publication date: 08 February 2021
Publisher: SAGE Publications India Pvt Ltd

Marketers have long been intrigued by the factors that influence the purchasing decisions of digital consumers. The question remains: Are these decisions based on rational reasoning or are they driven by whims and fancies? The answer lies in the complex interplay between the three regions of the human brain: the reptilian brain, governed by fear, the mammalian brain, driven by emotions, and the neo cortex, responsible for rational thought.

While the neo cortex is often considered the dominant force in decision-making, research suggests that the reptilian brain plays a significant role in shaping our behavior. Fear, in particular, has a powerful influence on our choices, driving us to seek safety and avoid potential threats. This primal instinct can override even rational thought processes, leading us to make decisions based on instinct rather than logic.

Understanding the role of the reptilian brain in buying decisions is crucial for marketers. By recognizing the fears and desires of digital consumers, marketers can create marketing strategies that tap into these primal instincts. For example, fear of missing out (FOMO) can be harnessed to create a sense of urgency and encourage consumers to make purchases. Similarly, the desire for social validation can be leveraged to create a sense of community and encourage brand loyalty.

However, it is important to note that human decisions are not solely driven by the reptilian brain. The mammalian brain, with its emotions, also plays a significant role in shaping our behavior. Emotions such as happiness, sadness, and anger can influence our purchasing decisions, as we are more likely to buy products that evoke positive emotions or that we associate with positive experiences.

To effectively market to digital consumers, marketers must understand the interplay between the reptilian and mammalian brains. This requires a deep understanding of consumer psychology and behavioral economics. By studying consumer behavior, marketers can identify the triggers that influence purchasing decisions and create marketing strategies that resonate with consumers on an emotional level.

One example of a book that provides valuable insights into the psychology of buying decisions is How People Buy Online. This book challenges the myths about online shopping behavior and reveals some deep marketing insights for consumer engagement. By delving into consumer psychology and behavioral economics, the book provides a unique intersection of marketing with psychology that makes it an absorbing read, particularly for management professionals.

In conclusion, the decision-making process of digital consumers is influenced by a complex interplay between the reptilian brain, governed by fear, the mammalian brain, driven by emotions, and the neo cortex, responsible for rational thought. By understanding the role of the reptilian brain in buying decisions, marketers can create marketing strategies that tap into these primal instincts and drive consumer engagement. However, it is important to recognize that human decisions are not solely driven by instinct and that emotions also play a significant role in shaping our behavior. By studying consumer psychology and behavioral economics, marketers can create marketing strategies that resonate with consumers on an emotional level and drive sales in a highly competitive marketplace.

Weight: 374g
Dimension: 138 x 215 x 23 (mm)
ISBN-13: 9789353887537