When The Problem Is The Best Solution: A Secret Insight Into Consumer Psychology
As complicated as the brain may be, it all comes down to this: human beings act to either gain pleasure or fend off uncomfortableness.
Strip it all away, and it’s that straightforward. Carrot or the stick, risk or reward, trick or treat.
But if push came to shove in a do-or-die marketing situation, which one would you select?
Dr. John Cacioppo’s research at Ohio State University can help us answer that question. According to ‘Psychology Today’, Cacioppo commissioned research in which respondents were shown 3 sets of images. The 1st set of pictures were interlinked to pleasurable feelings (e.g, fancy sports sedans), the second set of photographs were neutral (hair dryers and so on), and the final set were decidedly aversive (disfigured bodies, dead animals, etc.). Cacioppo then measured the cerebral cortex activity these images aroused.
The results? When it comes to blazing brain waves, dead cats beat red Lamborghinis.
While photos of sports convertibles & other pleasurable photos got the brain racing, negative images stimulated the most cerebral activity. The analysts concluded that our brains have a “negative bias”- – we react most powerfully to stimuli that we consider worrying or problematic.
Let’s think about the implications of these consumer insights.
Pain is more compelling than pleasure. Faced with a challenge, our brains are driven to search consciously or unconsciously for solutions. As we try to convince people to choose our products, services, and ideas, we are able to do well when we bring up all the favourable things- – the solutions, features, & benefits- – that accompany our offering.
But to be even more powerful, we first should be certain that our target market is acutely aware of the problems we are solving.
“Problems get our attention better than anything else”, confirms Sean D’Souza in ‘The Brain Audit. ‘ “We’re not making up problems to frighten customers into buying. .[the] buyer is not a fool. All we’re really doing is highlighting the issues that already exist.”
When we present a challenge unflinchingly and follow it up with a very significant, differentiated solution, we will win the race for the minds of our target audience.
With this in mind, let’s embrace both sides of the story- – the bad and the good- – as we roar ahead to the finish line.
Since 2000, Atlanta marketing consultant Marie Elwood has helped top branding companies leverage consumer insights for more profitable sales and marketing results.
-
Good looking Display Exhibits Still Require a Effective Business Strategy
trade show image