Brands and the Psychology of Fun
What consumers want from brands is not what you think. Best service. Best price. User involvement? Rewards programs?
If you’re thinking of the above as the things consumers want most from a brand they patronize, good guess. All apply at some level, but there’s more.
While consumers might tell you they want all of the above to keep purchasing from you and refer their friends, there’s another key driver of human behavior you and your customers themselves might not have thought about. Guess again? Hint: Cyndi Lauper did the big reveal 33 years ago.
Yep, consumers just wanna have fun. Yet most of us don’t consciously admit that we respond to fun appeals or humorous marketing tactics. But we do, because unconsciously we are drawn to anything that sparks our curiosity, helps us escape the mundane, or hints at rewarding us for engaging or doing something we didn’t know we could do — like reach a new level on a smartphone game or win a dance contest while totally sober. And when we earn that reward, or even think about it, we get that dopamine rush that makes life feel wonderful and we go back for more.
What we learn from Epicurus, the Greek Philosopher credited with what we now know as the Hedonism theory, human behavior is based upon two emotional premises: the Avoidance of Pain and the Pursuit of Pleasure. As a result of this innate psychological driver, we seek pleasure in life in many ways. That pleasure ranges from knowing we can care for our families, reach our goals, are recognized for a job well done and liked by others, to physical pleasures like the thrill of finishing a long run, getting a soothing massage or downing a favorite ice cream.
In digital vs. ancient times, another “pleasure” we seek is that rush we get when we anticipate an award through our cultural addiction to games. Games on our computers, games on our phones, games we watch on TV, and more. So many games that 1.2 billion people worldwide play them frequently, and 700 million of us play games online, says a report by Spil Games. Another gaming industry company, Newzoo, reports that the 2015 gaming industry is $91.5 billion, up 9.4 percent since 2014.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.