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Creating performing content is probably impossible to do without understanding what makes consumers tick, how they behave and even their communication preferences. As content creators and marketers, understanding the psychology behind consumer behavior is crucial for crafting effective strategies. I explored the topic on Episode 687 of “The Business Storytelling Podcast” with Alpha-Diver‘s President Hunter Thurman
The psychology of impulse buying
To create content that resonates with the audience and drives conversions, it’s essential to understand the underlying psychology of consumer decisions. Hunter explains it using a simple analogy: the carrot and the stick.
“We will always seek the carrot, and we will always avoid the stick,” Hunter says. “Marketers’ job is to understand what will sweeten the carrot and what will shorten the stick.”
In practice, this means recognizing the four main drivers of consumer decisions:
- Rational factors (facts and figures)
- Social relevance (how it makes us look to others)
- Experience and sensory appeal
- Impulse/feeling good now
As content creators, it’s tempting to focus on rational factors – presenting features, benefits, and data.
“But human beings make very emotional decisions, and we don’t always make choices that make sense,” Hunter said.
This insight can guide content strategy. Appeal to emotions and immediate gratification alongside logical arguments.
Read next: Does content marketing work?
How technology greases the wheels of impulse buying
Technology certainly has made impulse buying easier. (Let me tell you about it once I return from getting this thing on Amazon quick.)
One-click ordering: Streamlined checkout processes, like Amazon’s 1-click ordering, have drastically reduced friction in the buying process. Consider how you can simplify conversion points on the website.
Fast delivery: Options like Amazon Prime have raised consumer expectations for quick gratification. Getting good products quicker makes them even better.
Product recommendations: Personalized recommendations can significantly increase impulse purchases. Consider how you can cross-promote related products or services.
Easy browsing
Hunter points out that for many online shoppers, it’s not just about convenience.
“There’s about a third of shoppers. It’s like, I’ve used the analogy. It’s like a little private jet, a little window to the world that’s right there, and everything is there to be explored,” he said.
This “exploration” factor turns online shopping into a form of entertainment. Think about how you can make your content and user experience more exploratory and engaging.
The Amazon Prime effect
Amazon Prime has normalized the idea of receiving packages daily and at times on the same day they were ordered – reshaping consumer expectations around online shopping.
Consider how that concept can be baked into your content. For instance, content for a subscription service can emphasize the regular “surprise and delight” factor. If you’re marketing a digital product, highlight instant access as a key benefit.
Real-world example: The mailbox emergency
To illustrate how technology enables impulse buying… The USPS is supposed to deliver to those cluster boxes, but they have to be rekeyed because of nationwide crimes involving the boxes. From the USPS:
49,000 Electronic Locks to Replace Antiquated Arrow Locks. There has been an increase in letter carrier robberies nationwide where criminals are targeting letter carriers for their Arrow and Modified Arrow Lock (MAL) Keys. Criminals use Arrow and MAL keys to steal mail from secure mail receptacles to commit financial crimes, including altering checks to commit check fraud. To make Arrow Keys less valuable for criminals, the Postal Service will replace 49,000 antiquated arrow locks with electronic locks. New locks have been installed in select cities with installation to occur in additional major metropolitan areas soon. The Postal Service and the Postal Inspection Service are also increasing Arrow Key accountability reviews in select high Postal crime areas.
So now they are delivering to a mailbox on my curb – temporarily. Regardless, I needed a mailbox for a new residence, and the builder suggested getting one from Menards. Without much thought, I went online, found a mailbox I liked, and ordered it. Put aside that the paperwork hadn’t even been signed on the delivery method. (It’s now confirmed).
Before I knew it – literally 2 hours – the mailbox was in my garage via DoorDash.
This anecdote demonstrates how easy online ordering and quick delivery can lead to impulsive decisions. Marketers can certainly use similar stories to encourage buyers make that quick decision to spend money.
Read next: E-commerce Conversion Optimization: Using AI to Boost Sales
What does the future look like?
Hunter predicts a shift in consumer behavior that marketers need to be aware of.
“This feel-good now, impulse like, look cool, that’s going to decline over the coming couple years, and what’s going to increase is this, what we call exploratory or experience. People are going to, in general, not in every decision, but there’s going to be this backdrop of wanting to discover new things, explore new experiences.”
For marketers, his shift means focusing not just on making purchases easy but on creating engaging, exploratory experiences for consumers. Consider how you can incorporate elements of discovery and experience into your content strategy, for example.