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Are your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.
Are your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.
The authors thank the International Commerce Institute and Unilever for a research grant that supported this project.
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2 Comments On: The Power of Customers’ Mindset
Being a regular shopper, perhaps, my own mindset when I go shopping might help you to better understand why I and most shoppers like me behave as we do. Before I go shopping, I always make a mental list, if not a written one, of things that I want to buy. In most cases, I know the brands and the quantity I am going to buy. Next, I make my way direct to the supermarket that I always go. I would know exactly where in the shop to find what I want. I go straight to the specific aisles and pick up what I want. I pick up very few things on impulse.
I don’t think anything can change my pre-set shopping behavior. The reason is, no one except me knows the overarching factor that determines my behavior. Most times, that overarching factor is the amount of money I would be prepared to spend on that particular trip. Buying products based on the overarching purpose would never happen (at least in my case), because, I make the purchase decision of every product well before I enter the market and not in the aisles.
I think most people follow the shopping pattern identical to mine. Mindset matching or manipulation could work on those people who go shopping for having nothing better to do. Only a few do that. The vast majority goes shopping with a purpose, and no factor except money available can change their decisions.
Christopher – I think you’ve imposed your own bias on how you think most people shop. I think your explanation of teh buying preparation and process you follow clearly demonstrates a concrete mindset in action.