The Decision Process

“I don’t understand what she sees in him.”
“I wouldn’t get on that car even it were given free.”
“She just went and paid hundreds of lira for one skirt. Totally crazy!”

You must have heard or uttered yourselves sentences like that. There are many studies carried out for years regarding what effects our choices, how our decision process builds up. Lately I have reviewed a lot of resources on that subject and I saw that when we make our choices our sub-conscious mind is more effective that our conscious mind.

Homo Sapiens, our ancestors, were trying to satisfy their 3 basic needs when they existed. They were animalistic needs .Shelter, Food and Sex .When you see a dinosaur run and hide in a cave. Eat when you are hungry. Have sex when with the company of the opposite sex. This was ”id” that was trying to keep us in existence and focused on the survival and continuation of our kind.

Even if we think that we use our reason and intelligence when making decisions, in fact, id, emotional brain (the need to help when seeing a crying person) and mathematical brain are more in effect.  We push the brakes when we see something in front of us while driving happens long before the mathematical brain calculates. We scream when we see an insect that frightens us, in the same manner, happens totally out of our control.

Now about retail business. When we enter into a store, the environment, smell, light, the person who welcomes us sends signals to our id about the safety of that place .If there is a problem with Shelter/Protection it makes us leave the store. The real reason that there is a bakery in every Carrefour is not selling bread or donuts; it is sending eat signals to the id. In the same manner, the fruit and vegetable sections placed in the entrances of Migros stores are to trigger the eating instinct. Also with the message of “I am in a healthy place, I am shopping healthily” influencing us to buy unhealthy products like chips, cola .The same principle applies to all the advertisements using attractive people and sexy elements.

So the answer we find to the question of what does she find in him will be “trust” with a big possibility. That person must have decided with the protection and survival instinct. The woman who paid so much money for that skirt must be feeling safe with that brand. She does not want to have any problems with its quality and after sales services. The lines of that unworthy car may evoke sexiness in the owner’s brain, it may give a feeling of safety.

There are endless strategies to apply on the online selling sites. Only you need to find a knowledgeable e-commerce consultant. When building a page, deciding what color for what section, he/she should use scientific truths. Let me share with you a small study of mine about the effect of color on sales, will you think that I am right then?

4 comments to The Decision Process

  • Olcay Gökmen

    Özellikle kırmızı renk lokantalar ve fast food firmaları tarafından kullanılmaktadır. Bunun başlıca sebebi kırmızı rengin, yeme ihtiyacını harekete geçiren enzimleri salgılayan beyin yapısını tetiklemesidir. Aynı şekilde kırmızı renk kırmızı ‘et’i çağrıştırırken, mavi renk balık, yeşil renk ise ‘sebze’yi çağrıştırdığı için konsepte göre kullanılmaktadır.

  • Olcay, Çok güzel bir tespit ve gözlem. Katkına teşekkür ederim.

  • zeynep demirci

    lovemark öğretisinin en önemli maddelerinden biri “duyguların gücünü kabul et”tir.
    mealen: karşılıksız sadakat gibi bir etki yaratmak isteyen marka (ya da kişi, eheh) öncelikle karşısındakinin duygularına dokunabilmelidir.

    joseph ledoux adındaki, nyu’da neuroscience profesörü amcamızın yaptığı bir araştırmanın sonucunda ortaya şu çıkıyor: beynin duygusal sistemlerden, rasyonel-kognitif sistemlere giden nörolojik bağlantıları, diğer tarafa göre daha güçlü.
    bu da demek oluyor ki beynimizin sağ tarafıyla yani duygularımızla, içgüdülerimizle karar veriyor, daha sonra bunu mantığımızla “post-rasyonalize” ediyoruz.

    mektubumu yine bir nöroloji profesörü donald b. caine’den bir alıntıyla bitiriyorum:
    “duygu ve mantık arasındaki en önemli fark, duyguların eyleme mantığın ise çıkarımlara yol açmasıdır.”

    nihayetinde hangisini takip edeceği ise kişinin kendisine kalıyor 🙂

  • Zeynep,
    Süper söyledin. Duyguların gücünü kabul etmeyenler boşa kürek çekeceklerdir. Ancak bu kadar güzel konulabilirdi bu yazıya son nakta. Katkın ve ilgin için teşekkürler.

Leave a Reply

 

 

 

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>