'How To Sell Using Fear'

1070 Words 4 Pages
Consumers usually think in purchasing products only when they are needed. However, reality shows opposite theory: consumers buy most of the goods and services because they think they need them when they really do not. This process can be the effect of the use of adequate advertising to the appropriate audience involving a new landmark of marketing called neuromarketing which is in charge of developing potential thoughts and feelings in consumers. Thus, neuromarketing goals look for the best incentives to manipulate consumer’s purchasing power with the consumer’s relationship between mind and body, the power of emotions, and the psychology of colors.
The consumer’s relationship between mind and body has become an essential landmark in the
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Consumers are attached to their emotions when there are in the process of purchasing a good or service. Emotions created by experiences in the past, caused by fear, or provoked by delightful could be vital motives for making decisions to buy a product or not. In the article “How to Sell Using Fear” written by Russ Henneberry (2013), the author gives a good example of how advertising can succeed by applying persuasive fear (Henneberry, 2013, Figure 7). Russ Henneberry (2013) …show more content…
Colors can have a dramatic impact in consumer’s decisions taking in account that there are different variables which have an important role in the selection and combination of colors, such as culture, gender, and preferences. However, some consumers have enough level of self-confidence to say that they only buy things that they really need in the moment they need, yet if consumers look to an advertisement with the adequate colors combination, it could gather consumer’s attention and show them products they really do not need, but the advertisement will demonstrate the contrary. To illustrate, Victoria’s Secret website is flooded with different products designed for women. However, what woman cannot see is that most of these products are the same, but with insignificant changes in each one. Therefore, most of these products can be consider as unnecessary products. Nevertheless, women are still willing to buy these products due to the fact that most of these products contain a combination of soft colors making them desirable for female’s eyes. Also, Sean Work (2011) gives a new perspective of how the colors can change the decisions in relation to the gender. Sean Work (2011) use an infographic to illustrate a study of the color preferences by gender, and what he found was that female prefer soft colors rather than bright colors and that male tolerate achromatic colors more than

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