МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ МАНИПУЛЯЦИИ ПОТРЕБИТЕЛЬСКИМ СОЗНАНИЕМ

Abstract

Every year profitable and developed companies invest millions of dollars into the study of consumer consciousness, into the process of decision making about the purchase inventing new ways of manipulating consumer mind. This is possible due to the fact that the consumer makes most of his purchases impulsively, without realizing the affecting factors and giving in to momentary emotions. Besides, knowledge of consumer psychology is used by city malls and stores to increase sales of various goods and services manifold. In the environment of a fierce competition companies use brain sciences for analysis of the purchasing process and studying latent factors stimulating consumers to buy. Neuromarketing is practiced in many countries, including Russia. Neuromarketing techniques capable to persuade consumer to make a purchase bring success to trading companies and provide a strong position in the market. Studying manipulation techniques of consumer behavior in the market allowed to arrange them, determine the most efficient stimulation methods of consumer’s subconsciousness and methods of momentary purchase. In the science there is a concept ‘multisensory perception’ that includes data received by a person through sense organs (eye-sight, hearing, olfaction). The popular manipulating methods are systems of discount, packing shapes, attracting celebrities, empathy, comparison effect, etc. The main task of multisensory marketing is that purchasing goods wouldn’t produce cognitive dissonance in consumer.