Dmitry Satin consumer psychology. Consumer psychology

A lot of books have been written about the psychology of offline consumers, and many recommendations have been developed. However, when it comes to online behavior, information is limited. Most materials on this topic come down to tips on usability and analysis of traffic to the site. Meanwhile, offline and online buyers are the same people, with the same needs, habits, and desires. So why not transfer the existing knowledge about the psychology of offline consumers to online users?

Regardless of where you interact with customers - in a mall store, through offline advertising or on a website - knowledge of consumer behavior patterns will help you better understand them and, as a result, influence their purchasing decisions more quickly.

Here are 10 books about buyer psychology. Take note and put it into practice!

1. Martin Lindstrom “Buyology. A fascinating journey into the brain of the modern consumer"

2. Dmitry Satin and Ingate specialists ""

If you want to know the real reasons why customers choose or don't choose your website, this book is a must-read. There are no banal recommendations like “move the “Buy” button and paint it blue.” In the book you will find much more: many examples, non-standard tactics and approaches to studying consumer psychology on the Internet.

The chapter on sales funnel anomalies deserves special attention. The authors talk about patterns, even oddities, that are invisible at first glance. But they are the ones who help you understand who your client really is and how to bring him to a purchase.

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3. Martin Lindstrom “Brain Blower: How Marketers Manipulate Us and Convince Us to Buy Their Products”

4. Nicholas Corot, Sergey Pavlov, Igor Kozulya “Marketing Dracula. The art of making money on human fears"

The title is quite bloodthirsty, but that makes the book more interesting :-) It talks about various phobias of people and how marketers can use them to manipulate customers. Moreover, when you read, you don’t immediately understand how a specific phobia, for example, fear of hair, can be used to benefit business. But all questions are immediately dispelled when the author gives real examples and literally explains on his fingers what the advertising message should be, what to draw the consumer’s attention to in order to sell him this or that product or service. There is a lot to think about and a lot to laugh about in this book!

editor Ingate

5. Nir Eyal “Hooked: How to Create Habit-Forming Products”

6. Phil Barden “Hacking Marketing: The Science of Why We Buy”

A very interesting and easily written book about how marketing can drive consumption. The best thing about this book is that it contains many, many examples of failed and successful marketing moves. The book introduces the concepts of neuromarketing and explains how to apply it in practice. I recommend:-)

head of ORM department

7. Philip Graves “Customer Science: What Your Customers Really Want”

8. Heidi Grant Halvorson and Tori Higgins “The Psychology of Motivation: How Deep Attitudes Affect Our Desires and Goals”

This book is another attempt to typologize humanity. It describes in detail two types of people: some try to avoid failure, others strive for success. In other words, there are realists with a touch of pessimism, and there are pronounced optimists. Moreover, in different situations, each of us can belong to one or another type.

The advantage of the book is that this theoretical knowledge can be easily applied in practice. Having determined what type, for example, your colleagues, subordinates, clients are and what motivates them, you can interact with them competently, thereby motivating them to make a purchase, order a service, or perform any other action that you need.

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9. Alexey Ivanov “Advertising. Playing on emotions"

10. Scott Herf “Understand the pain, find the love.” How the best product managers and designers create products that win our hearts »

Do you know other interesting and useful books in this area? Share in the comments!

The book examines the psychology of Internet users: how decisions are made, what hinders/helps in choosing goods and services, why and why people come to the Internet. Practical recommendations are relevant both for the site design stage and for existing web resources. You will learn to understand who your client is and what he needs to make a decision in favor of your website/company. © Ingate Digital Agency

From the book you will learn:

• what users really want;
• how to create a portrait of a client and attract him to the site;
• how to control the user's gaze.

Contents of the book “Consumer Psychology”

• INTRODUCTION.
• CHAPTER 1. FROM PSYCHOLOGY TO USABILITY (Dmitry Satin).
  • 1.1 Usability: debunking myths.
  • 1.2 What users want.
• CHAPTER 2. FROM THEORY TO PRACTICE (Dmitry Satin).
  • 2.1 Audience analysis to increase conversion.
  • 2.2 “Practical psychology”, or How to control the user’s gaze.
  • 2.3 Workshop: testing various options.
• CHAPTER 3. FROM USER PORTRAIT TO ADVERTISING STRATEGY (Ingate).
  • 3.1 Target audience segmentation.
  • 3.2 Analysis of site statistics.
• CHAPTER 4. FROM GENERAL TO SPECIFIC, OR WE ARE ONLY AT THE BEGINNING OF THE PATH (Dmitry Satin).
  • 4.1 Sales funnel anomalies.
  • 4.2 The user does not come alone.
  • 4.3 Forming behavior.
  • 4.4 Paired person, or a look into the future.
• CONCLUSION.
• APPENDIX (Ingate).

The psychology of online users is worthy of a scientific approach and close study: digital technologies are changing our world and our behavior. What will the consumer culture be like tomorrow? How strong will the integration with the digital space be? Who will take the lead in this communications race?

The authors on the pages of the book lifted the curtain of this new tomorrow and tried to look into the consciousness of a new consumer - the consumer of the digital technology era. Not thinking about his needs today, ignoring his fears and desires means depriving your business of development in the long term.

The psychology of buyers (the psychology of consumption) has been studied in detail and continues to be studied within the framework of social and economic psychology. Dozens of books have been published, hundreds of recommendations have been developed. However, when it comes to customer behavior in the virtual space, it often ends with usability tips and website traffic analysis. Meanwhile, buyers in real life and online are the same people. It’s just that online they are placed in slightly different conditions: with a high degree of uncertainty and the need to make a choice in absentia from a great variety of offers. How can I help them make a decision? How to understand what they really want? How to make the process of interaction with the virtual environment as comfortable as possible? © Dmitry Satin

". More than 10,000 have already done this :)

Annotation: How has customer behavior changed in the era of e-commerce? What will help the client make the right choice? How to control the gaze of a website visitor? The first book about the psychology of Internet users is the expert experience of the founder of UsabilityLab, engineering psychologist Dmitry Satin

Below the cut is a fragment of the chapter of the second book “On Usability”

Usability is simplification. But to what extent should a person’s life be simplified?

The motto of World Usability Day, which has been celebrated since 2005 on the second Thursday of November, is Making Life Easier! If we consider this message to be the main value of usability, and understand it exaggeratedly, then we can come to the state that is shown in the cartoon “WALL-E”, where robots did absolutely any action for people.

It is clear what kind of world awaits us if we are guided only by this idea. We will reach the point of abandoning the physical body! As technology expands capabilities and constantly develops, at some point it may lead to the abandonment of the human body, and it will not be needed for anything at all. And then there will be a loss of the human... Maybe this is what Friedrich Nietzsche dreamed of when he wrote that the human must be overcome, and that man is just a bridge to the superman? Don't know. I imagine a superman to others.

He is a doer, a creator, intense and purposeful, helped by technology rather than replaced.

Even simpler creatures want some tension in achieving a goal. Experiments on rats have shown that the animal does not always choose the shortest path to the goal. She chooses not the path that the experimenter prepared for her, but the one that she chose herself, even if it is not the most optimal. For some reason, a living being tries to control itself independently.

It is difficult to discuss the happiness of a rat, but speaking about a person, we can confidently say that the result obtained without effort does not please him. And successfully overcoming the optimal level of difficulties brings feelings of self-realization and happiness.

It turns out that we must maintain some tone in the interaction between a person and technology: there must be some tension, complexity, but at the same time we need to help the user comfortably (with optimal effort) achieve their goals.

I have a joke on this topic: how to make the “most ergonomic” computer game? You need to create a big button that says “WIN.” You press and the victorious fanfare sounds! You won!!!

Only from the point of view of human psychology is this complete nonsense. He plays games to suffer, to overcome, to gain new experience, and not to win for free.

A good friend of mine prefers a manual transmission in her car, although with an automatic transmission the driver’s hands are freer, for example, to manipulate the smartphone screen when getting directions. To my questions about why she liked manual mechanics more than automatic, she replied: “I want to feel like I’m controlling the car, and not that it’s controlling me!”

I was very surprised by this answer. After all, a lot of attention is now being paid to the creation of self-driving cars and airplanes. One of the forecasts published on behalf of the Pentagon is that in the near future airplanes will take off and land under the control of robots. Automakers are talking about new trucks that will transport cargo without a driver. Google is launching driverless taxis.

It seems that we are happy to hand over work to technology in two cases: 1. If it is boring; 2. If it is overwhelming (for example, processing too much data to make a complex decision, or transforming a photograph we took into a Van Gogh painting).

But we leave some tasks to ourselves. Those that are interesting to us. Those, realizing which we feel alive. These thoughts lead me to the idea of ​​​​the importance of optimal motivation, which animal psychologists discovered in experiments on rats.

Too simple and overly complex tasks are bad motivation. From the first we fall into apathy, from the second - into panic. But tasks of average (or more correctly, optimal) complexity excite us, we come to a state of flow, when the internal motivation of the activity is revealed to us. When we do work not for the sake of its result, but for the sake of the process itself, which brings us clarity of mind, a sense of control and fullness of life.

Therefore, I agree with those who believe that technology is the future. Undoubtedly, they will take up more and more space in our lives, doing for us what we do not want or cannot do. But a person will leave behind the work that is harmonious with his capabilities. Otherwise, a person will have to lose himself and the meaning of his life.

- Don't lose yourself! Read