What responsibilities does the cerebrum? The object of the cerebrum is to adapt the goals and desires of our emotion programs into the possibilities and environmental conditions. Also our cerebrum and our minds are very susceptible to manipulation and buying influence.
Our purchasing decisions are influenced by emotions, senses and survival programs from the deeper areas of the brain unconsciously. Many of our purchasing decisions are based on our cultural, social and individual experiences, which we have accumulated throughout our lives. Where we have many of these experiences unaware added, but incidentally learned.
Also our conscious I have no insight into what the unconscious cerebral everything is stored and manipulated our decisions. Other factors that influence our buying behavior: Individual habits Man is a creature of habit – even when consumption. 90% of smokers remain their cigarette brand loyal, 85% of consumers still use the same toothpaste, 87% buy always the same milk for coffee, etc.
We buy many of these things always in the same supermarket, and know exactly where to find these products there and think no more about it. But why? Our brain loves habits because they save us thinking and represents an energy saving, reduces complexity and provides security. The aim of the balance system is the desire for security. Many of the habits are firmly anchored in our daily routine and secured against movement.
Each time you use our custom products, their anchoring strengthened in our brains and we’re stuck in the habit trap. This is the reason why you can not change a specific behavior, although the mind has already seen. The older we get, the harder it is to change certain consumption habits. Teens experiment in their age like due to the curiosity hormone dopamine. But as in the elderly with increasing age decreases the experimentation, the industry is also almost no money for advertising in more than 50 years of.
Their consumption patterns are already so stiff that the effort to move them to a product change, financially not worthwhile. Cultural habits Our consumption patterns are by no means as free as we think. Always take place in a cultural context, we do not question. Ex .: The breakfast table with us in Central Europe consists of bread, butter, jam, as well as cheeses and sausages. On the other hand there is this in China more of rice, vegetables and chicken. Even as a small child, we learn food and taste preferences, clothing styles and cultural roles. Only when we meet with foreign cultures and travel to distant lands, our habits are disturbed.
On maturity of the stranger we can recognize our habits as such and reflect. As in everyday life we do not, we tend to buy what is pre-embossed culturally and what we have learned unconsciously and incidentally since childhood. Formative milieus Cultures are not homogeneous, but they are divided into different layers, milieus and groups.
These have their own norms and customs. They are included in our consumer behavior, without which we scrutinize it. On the one hand this has to do with financial possibilities and on the other hand with the milieu and layer standards. Ex .: A housewife from the upper class milieu will prefer an Italian pecorino, a French foie gras and an Italian mortadella. By contrast, a housewife from the working class a liverwurst, buy a boiled ham and a Leerdamer. group norms
Group norms influence our buying behavior directly. Since man is a herd animal, he needs the group to survive. Groups have two important characteristics. On the one hand are the membership of a group not only safety, but also the feeling of strength. For this to work, to groups need to define clearly and outwardly. Previously, the costumes, today there are clothing styles and brands that assume this function.
Many people are subordinate to the group norm, without realizing it. Group standards and consumerism are related to young people who are in search of their identity is very important. Situational environment Our brain responds not only to other people, but also unconsciously to stimuli in the environment, thereby changing our buying habits. By unconscious processing saves our brains time and energy.
This unconscious situational influencing can be done in different ways. Thumb and rules of thumb In our brain, there are many more unconscious purchase buttons that significantly influence our decisions, because they remove the brain thinking and accelerate thinking. In technical terms this is known as “heuristics”. Under Heuristics one understands unconscious thumb, and rules of thumb that are used by our brain to and easy to make a decision quickly.
