The effect of reciprocity and how it modifies consumption
Posted: Mon Dec 23, 2024 10:06 am
The relationship between consumers and the products they buy, or even between the prescribers of those products and the products themselves, is marked by many and varied issues, issues that are linked to diverse elements and often not as obvious as they may seem at first glance. Many of the elements that trigger purchases are completely irrational and are strongly marked by cause-effect relationships that escape what is apparent. This is what neuroscience is responsible for discovering and what neuromarketing is responsible for using. Many times what makes things work or what makes elements succeed are issues linked to how the less rational part of the brain responds.
Consumers are motivated by emotions, they consume because of the smell of a product or they buy because certain ideas push them to do so almost without realizing it. To all this we must add certain issues that all is malaysian telegram mark how we respond to the offer and that push us to prefer one brand and not another. One of the factors that make certain brands better regarded by the consumer or by the prescriber who recommends them is reciprocity: when you feel that something has been done for you, you tend to be more receptive to that brand in question.
What needs to be done or what has been done does not have to be really grand, but rather it has to be a detail, something that makes the journalist feel close to the brand in question. There are, for example, all the gifts that journalists receive as product samples or as details, for example, a cake on the brand's birthday. It is not that they are buying the journalist a luxury car, but they do make him feel more comfortable with the brand, more attached to it. From that moment on, reciprocity comes into play.
Neuroscience studies have shown that things do not have to be grand and expensive, but simply well served. For example, one of the areas in which brands strive to connect well with their prescribers is the medical field. Doctors are the ones who tell patients what they should consume and are key to the success of a medicine, which makes brands go to great lengths to keep them happy. But how to do it? According to neuroscience, a slice of pizza is actually enough, as long as the reciprocity mechanisms have been activated.
Consumers are motivated by emotions, they consume because of the smell of a product or they buy because certain ideas push them to do so almost without realizing it. To all this we must add certain issues that all is malaysian telegram mark how we respond to the offer and that push us to prefer one brand and not another. One of the factors that make certain brands better regarded by the consumer or by the prescriber who recommends them is reciprocity: when you feel that something has been done for you, you tend to be more receptive to that brand in question.
What needs to be done or what has been done does not have to be really grand, but rather it has to be a detail, something that makes the journalist feel close to the brand in question. There are, for example, all the gifts that journalists receive as product samples or as details, for example, a cake on the brand's birthday. It is not that they are buying the journalist a luxury car, but they do make him feel more comfortable with the brand, more attached to it. From that moment on, reciprocity comes into play.
Neuroscience studies have shown that things do not have to be grand and expensive, but simply well served. For example, one of the areas in which brands strive to connect well with their prescribers is the medical field. Doctors are the ones who tell patients what they should consume and are key to the success of a medicine, which makes brands go to great lengths to keep them happy. But how to do it? According to neuroscience, a slice of pizza is actually enough, as long as the reciprocity mechanisms have been activated.