Neurological Influencers of Consumer Behavior

 

Ever wondered why you chose to buy X-Box and not PlayStation or Nike but not Adidas? Why did you choose that expensive watch but not the cheaper alternative? 

One logical answer could be that "I always wanted that and can afford it". But that's not all.

You bought that because your BRAIN did the analysis and made the final decision! BUT HOW?

Here's a famous quote about brain:

If the human brain were so simple that we could understand it, we would be so simple that we couldn't. - Emerson M. Pugh

Human brain is a complex machine and controlled by many factors, which can influence decisions. It's important for marketers and UX designers who want to create experiences understand how user or user's brain makes the final decision. In this article, we'll explore some of the key factors that the brain considers when making a decision (for the sake of this post let's call it buying decision), from emotions and perception of value to personalization and risk factors.

Emotions play an important role in decision making. The brain often makes decisions based on how a product makes us feel, rather than simply on logical or rational factors. These emotions could be excitement, happiness, and desire which influence purchase decisions.

Social influence impacts decision-making too, as people are often influenced by the opinions, actions and lifestyle of others. Since everyone has access to internet these days and make most of the purchase online, having a positive reviews about your product can influence the user's decision to buy a product.

Cognitive biases are unconscious patterns of thinking that affect our decision-making. For example, a limited supply or a big discount make a product more desirable.

Brand recognition is another factor which brain considers when making a decision to buy a product or service. A famous and well known brand can evoke positive emotions and a sense of trust in the brain.

Trust and credibility give brain another reason to considers buying a product or service when making a purchasing decision. Trust and credibility can be established through factors such as positive reviews, quality assurance etc.

Comparison is brain's favorite hobby once all other parameters are met and there're more than 1 product is shortlisted. Therefore, product and experience that highlight their unique selling points and differentiate themselves from competitors wins the user's heart (actually brain).

Risk avoidance and uncertainty are two points to which brain is tightly wired and does everything to avoid such situations. Therefore, our brain considers factors such as product return policy, warranty, insurance etc. when making a purchasing decision to mitigate the perceived risk.

It's not all and the list can keep going on; as said before - brain is a complex machine. But considering these parameters while coming up with a design solution will surely make a prominent difference.

Feel free to add any point you think deserves to be in the list as it'll help me get more insights from the community.

Thanks for the time!