It is undeniable, people buy emotionally, not rationally. They rationalize their emotional decisions, but it is their emotions that move them to buy. In order to better determine how our client’s products should be positioned to prospects, we’ve refined our list of 15 reasons people buy and consider these motivators prior to developing our strategies and appeals.
Why do people buy?
1. Achievement: the need to perform difficult tasks, exercise skills (Tools, Training, Fitness)
2. Independence: the need to be autonomous, have options, be different (Fashion, Cars, Credit Cards)
3. Exhibition: the need to gain public attention, show off, be noticed (Fashion, Cars, Homes, Hair/Beauty)
4. Recognition: the need to be highly regarded by others (“Badge” items-Degrees, Social Organizations)
5. Dominance: the need to exercise power over others, direct and supervise (Big Car/House, Pesticide)
6. Affiliation: the need to be closely associated with others, the need for relationships (Personal Care)
7. Nurturance: the need to provide care for others, to have and protect (Child/Pet care, Gardening)
8. Comforting: the need to receive help from others, be comforted/encouraged (Salons, Counseling)
9. Sexuality: the need to establish and develop one’s sexual identity (Gendered Products, Personal Care)
10. Stimulation: the need to stimulate the senses, engage the mind and body (Sporting Goods, Laundry)
11. Diversion: the need to relax, have fun, escape from routines (Travel, Bubble Bath, Furniture, Electronics)
12. Novelty: the need to alter routines, have new experiences ( Travel, Education, Movies)
13. Understanding: the need to comprehend, make connections (Education, Counseling, Media)
14. Consistency: the need for order and cleanliness, to control uncertainty (Cleaners, Repair/Maintenance)
15. Security: the need to be free from fear, feel safe/protected (Insurance, Investments, Auto Parts)
People buy for many reasons, look past just the obvious.
For more information on how OTM can help you develop the right strategies and appeals for your products, click here. |
