What really drives a consumer to choose a product, a service, a store? Michael Barbara, customer behavior specialist spoke on the subject at the WRC
By: Jacques Meir
Michael Barbara, Director of Behavior of Clicksuasion Labs
An average citizen is impacted on average by 30,000 branded views daily. This overdose of exposure generates an obvious saturation of marketing actions compromising the environment and the quality of the customer experience. The WRC discussed this issue with a remarkable presentation by Michael Barbara , Director of Behavior of Clicksuasion Labs and global authority on consumer psychology and entrepreneurship. In the talk, Michael identified effective methods of persuasion, buying influence and motivations to create engagement.
Michael is a speaker who engages the audience already in the first sentence. He speaks with sympathy, perfect intonation and fluency. “Suppose you go to a fancy restaurant. you do your best to get a reservation. When the big time comes, you’re on the menu, the most incredible marketing tool ever created. This is because a good menu can harmonize items of different prices to create positive effects, “says the expert. It is in this way, by enumerating examples, that Barbara emphasizes his central thesis, the small details that influence our behavior and motivate purchases without friction or contestation, eliminating feelings of guilt. Few people have noticed, but Apple stores display the products at the perfect, magical angle with the perfect lighting to encourage the purchase. The MacBook, for example, is open at an opening of exact 76th degree so that it is properly perceived and attracts the consumer.
“Who is the consumer now and what would he like to be? This gap opens a gap that can be filled by strategic-minded retailers.”
Another effective resource is the store closing time. Warn that doors will be closed in 10 minutes increases sales in 34 minutes compared to normal times. This is because the closing term pushes people to feel impatient and irresistibly focused on consumption. “Who is the consumer now and what would he like to be? This gap opens a gap that can be filled by strategic-minded retailers. It is always easier to appeal to what we want to be and for this, companies can emphasize their authenticity, their perception and work intensely the confidence that consumers have in their brands.
Barbara argues that every detail of the business should represent a form of persuasion and provoke consumer action. Everything collaborates to encourage purchase and conversion. Tackling customer instincts and perceptions is an essential resource for increasing conversions and driving sales. The speaker concluded his presentation with a simple test, which demonstrated how much we are carried away by our perceptions and instant answers. After a sequence of colored geometric figures exposed to the audience, which responded automatically, black, orange, green, yellow, the word “blue” appeared in red. Immediately, much of the audience responded … blue. Reading brings different contexts to see. A simple example of how we deceive ourselves and how we act automatically in the face of everyday events.