Why Do We Buy?

 Put emotion aside, and compare marketing promises with reality.

 THE PROMISE: “Improve Your Quality of Life”

It is natural to want a better life. Advertisers bombard us with messages that all of our desires—better health, security, relief from stress, and closer relationships—can be achieved by making the right purchases.

REALITY CHECK:

As our number of possessions increases, our quality of life can actually decrease. Additional time and money are needed to care for more of these things. Stress levels rise because of pressure from debt, and there is less time for family and friends.

THE PROMISE: “Gain Status and Prestige”

Few people will admit that they make purchases to impress others. However, “When people shop, a very important aspect of their behavior is that they are competing with friends, neighbors, coworkers and relatives.” For this reason, ads often show products being enjoyed by successful, affluent people. The message such ads send to consumers is: “This can be you!”

REALITY CHECK:

Defining our self-worth through comparison with others creates a never-ending cycle of dissatisfaction. When one level of aspiration is achieved, the next level immediately becomes desirable.

THE PROMISE: “Define Your Identity”

Marketers work to associate product brands—especially luxury brands—with specific lifestyles and values.

How do you see yourself, and how do you want others to see you? As stylish? As athletic? No matter what image you want, marketing promises that if you simply buy the right brand, you can adopt the brand’s identity as part of your own.

REALITY CHECK

No product purchase can change who we really are.

Modern Marketing Methods

In addition to television, printed material, and Internet advertising, modern marketers use a growing number of sophisticated methods.

PRODUCT PLACEMENT: Products and brand names are subtly displayed in television shows, movies, and video games.

STEALTH MARKETING: Paid representatives enthusiastically use and talk to others about products in everyday settings without appearing to be sponsored to do so.

WORD-OF-MOUTH MARKETING: Advertising agents are encouraged to make comments about products to their friends and on social media networks. These agents may be given product samples or other rewards to motivate their participation.