From Desires to Decisions: Navigating the Consumer Odyssey Through Emotions, Dissonance, and Marketing Mastery

 In the vast landscape of consumer behaviour, the journey from problem recognition to post-purchase evaluation is a complex odyssey governed by multiple factors. Understanding this expedition not only unveils the intricacies of consumer decision-making but also provides a roadmap for businesses to navigate the delicate terrain of brand perception and loyalty.
The journey begins with problem recognition, where consumers identify a need or a problem. This could be as simple as realising they need a new pair of running shoes or as complex as recognizing a gap in their lifestyle that a product could fill. Here, external stimuli and internal triggers prompt consumers to embark on the path of exploration.

The exploration stage is marked by extensive research and information gathering. In our digital age, consumers delve into online reviews, compare prices, and seek recommendations from peers. The factors influencing this stage are manifold – product reviews, brand reputation, and the clarity of information available. Companies that offer transparent and easily accessible information often gain an edge, as consumers navigate the sea of choices.

Emotions come to the forefront during the evaluation stage. As consumers weigh the pros and cons of different options, emotional triggers play a crucial role in shaping their preferences. A marketing campaign that taps into the emotional pulse of the audience can leave a lasting impression, fostering brand loyalty. Whether it's the joy associated with a particular brand or the security promised by another, emotions become the silent architects of the consumer's decision-making process.

Enters cognitive dissonance, the psychological discomfort that arises post-purchase when consumers are confronted with conflicting beliefs about their decision. This discomfort often leads to buyer's remorse and can be a significant hurdle for companies aiming to build long-term relationships with their customers. To mitigate cognitive dissonance, businesses employ various strategies.

One such strategy is reinforcement, where companies reassure consumers of their wise choice through post-purchase communication. Positive feedback, thank-you notes, and personalised follow-ups not only strengthen the consumer's belief in their decision but also create a positive association with the brand.

The framing effect, another psychological phenomenon, influences how choices are presented. By framing the benefits of a product in a positive light, companies can sway consumer perceptions. For instance, emphasising the health benefits of a snack rather than highlighting its low-calorie content can create a more positive perception.

Loss aversion, the human tendency to prefer avoiding losses rather than acquiring equivalent gains, is a powerful force in consumer psychology. Smart marketers leverage this by framing their products as solutions to potential losses. A skincare product, for example, may be marketed as a shield against premature ageing, tapping into the fear of losing youthful looks.

The deadline technique exploits the innate human tendency to procrastinate. Limited-time offers and exclusive deals create a sense of urgency, compelling consumers to make quicker decisions. This psychological nudge not only accelerates the decision-making process but also enhances the perceived value of the purchase.

Post-purchase evaluation, the final stage, is a critical point of reflection for consumers. Companies must continue their efforts in maintaining a positive brand image. Exceptional customer service, loyalty programs, and soliciting feedback are important tools in this phase. Addressing any concerns promptly helps in not only resolving issues but also in building trust and loyalty.

All in all, understanding the stages consumers traverse in their purchasing journey unveils the intricate dance between emotions, cognitive dissonance, and marketing strategies. Brands that comprehend these nuances can craft campaigns that resonate with their audience on a deeper level, fostering lasting connections and ensuring that the consumer's journey is not just a transaction but a meaningful experience.

Colors: The real directing force of sales

Marketing and psychology as spoken about earlier are highly interdependent. But how does the visual representation of the brand affect the sales? Brand colors are the key to great marketing. The color wheel is similar to the wheel of fortune, as the choice of brand colors concerning the target audience will decide the fate of the sales of the brand. Colors are the visual personification of emotions. If the marketing of any product is done keeping in mind which emotions it will bring up in the customers, then the clients connect emotionally to a product and it is no longer a purchase for need, it's rather a purchase for emotional satisfaction. Colors and hues have qualities which influence perceptions that are not obvious such as the smell of a flower but still influence the customer choices to a great extent. Almost all colors can trigger a range of emotional responses. However, studies show that the influence that each color inflicts will differ from culture to culture. The perception of each culture on various colors determines which emotions they will trigger. For instance, white is considered as the color of happiness and purity in the western cultures. It is widely used in Happy occasions such as marriages. However, white is used as a representation of sorrow and grief in Eastern cultures. 

Now with that common knowledge highlighted by proper articulation you, my audience holding great wisdom and curious minds would ask how colors and their cultural significance can affect sales and marketing. Eating with your eyes first is the fundamental truth for almost all sales firms and color psychology is essentially the cornerstone of their strategies. Color psychology shines a light on the aesthetic and psychological responses to various hues and emphasizes its influence in art, fashion, and commerce. 

The sales and marketing firms are well aware of this psychological effect of colors. They evoke emotions and thus, ignite a spark in the consumers. The marketing industry takes leverage of this to manipulate their sales. 

Colors are not merely colors!

Though the above statement may sound redundant, it is actually true. Colors are the binding ingredient of any brand. They are like salt which gives the brand an identity, lest it is a bland lifeless blob that does not give the consumers anything to remember them by. Colors have a nonlinear presence, as they slowly but surely become synonymous with a brand. A certain unique color combination acts as a flag to identify the brand. This is not only the case for firms that sell consumer products. But, it is also seen to be widely used to establish other things as a brand. The best example in the current World Cup mania is how we associate blue with team India and green with Pakistan. Of course, these colors are chosen from their respective flags, but under normal circumstances, we do not identify these colors as any cricket team, just like how we don't identify the sky as an Indian supporter while the grass as a Pakistani supporter. That rivalry of the sky and grass if woven into a poem would definitely be a shame to the efforts of romantics who try to establish them as star-crossed lovers. 

The consumer is the god!

Just as the famous saying of our motherland goes, “grahak bhagwan hai”(consumer is god), the colors of a brand are also determined on the basis of the kind of consumers the brand is trying to attract.  Colors tend to influence the mood of consumers. For example, red induces feelings of excitement, while pastels have a calming effect and yellow influences the feelings of happiness. This will also affect the brand image. Each color on the color wheel will influence how the consumers see a brand. The consumers will judge a brand by its colours and this will shape their opinions regarding the company and its products. For instance, the colors like black and gold are considered to be sleek and modern. They are often used to market luxury brands as they give the feeling of elegance.

Hues decide dues!

The difference in warm, cool and neutral hues are the base knowledge of colors psychology. As explained earlier each color will lead to a specific emotion. Warm colors such as red and orange are energizing and positive. This is why sports cars are tinted in such flashing colors to attract their audience of young adults who have a lot of energy. On the contrary neutral tones like white, black and brown are sleek and professional. This is. The reason why a lot of luxury cars are of these colors is to attract a more office-going and professional crowd. 

The interplay of color and culture:

The symbolism of colors arises from cultural, mythical, linguistic, historical, and religious associations. The symbolic meanings of colors reveal wide-ranging connotations in cultures including both, positive and negative meanings. Culture will hold to the key of the tone that colors sets. As explained earlier, brands try to make the audience relate with a product by means of its colors. The festive changes in the background colors added to the brand colors give a touch of festivities to the brand. The audience relates more with the brand as rather than viewing it as a stationary brand whose only purpose is to make sales, the festive colors give the customers something to relate with and induce a familiar feeling as they feel that they find a common thing with the brand to celebrate.

References: 

https://www.convertize.com/consumer-behaviour/

https://www.mdpi.com/2076-0760/7/9/153

Journal of Consumer Research, Volume 27, Issue 4, March 2001, Pages 499–504, https://doi.org/10.1086/319624

https://the-definition.com/term/deadline-technique

About the Author

1. Anushka Banerjee

Member of the PsyCreative Column, First-year student of BSc. Applied Psychology at SDSOS, NMIMS.

She is a young writer and an aspiring clinical psychologist, whose pursuit of excellence only stops for coffee breaks. She is a Formula One fanatic and enjoys acting and reviewing movies. When not engrossed in reviewing films, you might find her doing rounds on the heavy bag or an athletic track. If you are a motörsport enthusiast and a gearhead consider her your best friend. You can contact her till 4am which goes to show that she is very approachable. She considers herself to be the poster child of optimism. She randomly quotes Eminem lyrics while speaking so there will always be a rhythmic flow while speaking with her.

2. Thea Shah

Subhead of PsyCreative column, B.Sc applied psychology student, SDSOS, NMIMS.

She is a first-year applied psychology student with a knack for writing. She has worked as an editor for several magazines and youth organisations. Her love for psychology is reflected in her writing. She confides in her pen and considers it as her way of expressing her thoughts.