Dysrationalia and Other Consumer Disorders
It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied psychology and human development at the University of Toronto, is the "inability to think and behave rationally, despite having adequate intelligence." He should know, he coined the term.
Yep. I'm guilty, as well. And assuming you have adequate intelligence, you are, too. I came out when I bought a Suburban a couple of years ago. The slightly used car sat on the dealer's lot for about four months when other Suburbans that were older and had more miles were selling within days of showing up on the lot. The only noticeable difference, other than the year and miles, were price. The older models that sold almost immediately were priced higher! For four months, I toyed with testing the car that wouldn't sell, but my rational mind decided it would be a waste of time because, after all, it was priced nearly $6,500 below Kelley Blue Book value. Clearly, something had to be wrong with it.
WAKE UP!!! How did my rational mind know that there was something wrong with the lower-priced, newer car with fewer miles, unless my irrational mind was telling it so? And why does my irrational mind have more influence over my actions than my rational mind?
Upon discovering I, too, suffered from dysrationalia, I bought the car. And two years later, we have discovered absolutely nothing wrong with the car, other than the time my husband didn't put the brake on and it rolled into a neighbor's garage.
This same type of decision-making thought process and resulting behavior takes place daily among consumers of all ages, in all cultures, in all parts of the world. It's human nature. For the most part, consumers never become aware that they are driven by irrational thinking and therefore, it never changes. So the reality is that we marketers have to address it, instead.
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.