4 Psychological Reasons

4 Psychological Reasons Why People Buy

• • Pain (or relief of pain)

  • Problem (solution to a problem)

  • Pleasure (delivery of pleasure)

  • Prevention

In addition to using the 16 Customer Needs, and Maslow's Hierarchy of Needs, we will now add the 4 Psychology Reasons Why People Buy. These four reasons can be used within developing a product as well as in promotion of our product.

• • 16 Customer Needs (Targeting consumers during decision making and post-purchaseing)

  • Maslow’s Hierarchy of Needs (Appealing to consumer needs at different stages of life)

  • 4 Psychology Reasons Why People Buy (Motivation behind purchases)

While the 16 Customer Needs targets people during the decision making process and during the post-purchase, there was an underlying ‘root cause’ that first got them to the store or to begin their efforts in searching for a product. When we consider Maslow’s Hierarchy of Needs, we can argue that despite being able to target various issues that people face at different stages in life, not all things we ‘want’ fall into these categories (e.g. showering, the newest smart phone, watching your favorite television show).

This is where the 4 Psychological Reasons Why People Buy provides us with a generalized look into why people purchase thing regardless of where we are in life or the type of need we have. Below are the 4 Psychological Reasons in order of effectiveness or has the biggest influence on buying behaviors.

• • Pain (or relief of pain)

  • Problem (solution to a problem)

  • Pleasure (delivery of pleasure)

  • Prevention

Think About It: Pain

• • Write down 3-4 things that you think were portrayed in the commercial.

  • What was the last thing that you used/purchased/bought/did that provided relief from pain?

  • What is it an impulse or a conditioned response (typical)?

  • Name a product/brand that focuses their message on pain or the relief from pain. (JEE response)

Think About It: Problem

• • What is so impactful from the assortment of videos used in infomercials?

  • What was the last thing that you used/purchased/bought/did that helped to solve a problem you had?

  • What is it an impulse or a conditioned response (typical)?

  • Name a product/brand that focuses their message on solving a problem. (JEE response)

Think About It: Pleasure

• • Were these commercials successful?

  • What was the last thing that you used/purchased/bought/did that provided pleasure or happiness to your life (g-rated)?

  • What is it an impulse or a conditioned response (typical)?

  • Name a product/brand that focuses their message on pleasure or happiness. (JEE response)

Think About It: Prevention

• • Do you think this analogy got across the message of the company?

  • What was the last thing that you used/purchased/bought/did that prevented something from occurring?

  • What is it an impulse or a conditioned response (typical)?

  • Name a product/brand that focuses their message on prevention. (JEE response)

Think About It:  4P’s of Reasons of Why People Buy (JEE Responses)

• • Which of the 4 Psychological Reasons do you think drives your motives to do or purchase something?

  • Which of the 4 Psychological Reasons caused you to do something recently?

Practice:  4 Psychological Quotes

• • Complete the Slogans Assignment found in the resource sections.

    • You will identify the company with their slogans

    • You are to create four slogans or quotes that uses each of the 4 Psychological Reasons Why People Buy to sell the Samsung Galaxy S10

    • Read: The Samsung Galaxy S10 can wirelessly charge other phones.

Complete and bring to class on scheduled due dates. You may print your work in our classroom prior to coming to class. Assignments can be submitted early, but late assignments will not be graded. Early or on time submissions may be returned for corrections in order to receive points, meet minimal requirements, or to improve your grade. Late assignments can be submitted for correction and to complete modules. Consideration for grade is given to those who complete all assignments.

All activities can be found above or in the Vocab document in the Resource section.

Homework (check online due dates)

1. Think About It Questions (download 4 Psychological Reasons Module Questions - Resources)

Promoting Waipahu

For this assessment, you are to create an advertisement for each of the 4 Psychological Reasons Why People Buy. While you may not be selling a product or service, we can still use this logic to promote our products.

We will be creating a print ad to promote a Waipahu High School event, program, or activity using each of the 4 Psychological Reasons Why People Buy.  Each ad must be a clear example of the reason selected. You may not do one ad with all four reasons or less ads with multiple reasons.  Use the following information below to help you in creating your ad.

Print Advertising 5 Elements

While not all print advertisements are going for the same message and to create the same type of interaction, here are the 5 major elements found in an print advertisement. Note, depending on intent, brand recognition, or context, you may not need to have all five elements in every print advertisement.

• • Header

  • Image

  • Body

  • Call to Action

  • Contact Information

• https://techcrunch.com/2019/02/20/the-samsung-galaxy-s10-can-wirelessly-charge-other-phones/