Why People Buy

Discussion in 'Psychology' started by moise, Jun 18, 2003.

  1. moise


    Why People Buy

    Perhaps you already know why people buy, but do you know all 51 reasons?
    The more of those reasons you know, the better you'll be able to market.By Jay Conrad Levinson
    Geoff Ayling, in his superb book, "Rapid Response Advertising," provides wannabe guerrillas with a full fifty reasons why people buy. There are really far more than fifty, but I have a feeling that these fifty will get
    your creative juices flowing. People make purchases for these, among many reasons:

    1. To make more money – even though it can’t buy happiness
    2. To become more comfortable, even a bit more
    3. To attract praise – because almost everybody loves it
    4. To increase enjoyment – of life, of business, of virtually anything
    5. To possess things of beauty – because they nourish the soul
    6. To avoid criticism – which nobody wants
    7. To make their work easier – a constant need to many people
    8. To speed up their work – because people know that time is precious
    9. To keep up with the Joneses – there are Joneses in everybody’s lives
    10. To feel opulent – a rare, but valid reason to make a purchase
    11. To look younger – due to the reverence placed upon youthfulness
    12. To become more efficient – because efficiency saves time
    13. To buy friendship – I didn’t know it’s for sale, but it often is
    14. To avoid effort – because nobody loves to work too hard
    15. To escape or avoid pain – which is an easy path to making a sale
    16. To protect their possessions – because they worked hard to get them
    17. To be in style – because few people enjoy being out of style
    18. To avoid trouble – because trouble is never a joy
    19. To access opportunities – because they open the doors to good things
    20. To express love – one of the noblest reasons to make any purchase
    21. To be entertained – because entertainment is usually fun
    22. To be organized – because order makes lives simpler
    23. To feel safe – because security is a basic human need
    24. To conserve energy – their own or their planet’s sources of energy
    25. To be accepted – because that means security as well as love
    26. To save time -- because they know time is more valuable than money
    27. To become more fit and healthy -- seems to me that’s an easy sale
    28. To attract the opposite sex – never undermine the power of love
    29. To protect their family – tapping into another basic human need
    30. To emulate others – because the world is teeming with role models
    31. To protect their reputation – because they worked hard to build it
    32. To feel superior – which is why status symbols are sought after
    33. To be trendy – because they know their friends will notice
    34. To be excited – because people need excitement in a humdrum life
    35. To communicate better -- because they want to be understood
    36. To preserve the environment – giving rise to cause-related marketing
    37. To satisfy an impulse – a basic reason behind a multitude of purchases
    38. To save money – the most important reason to 14% of the population
    39. To be cleaner – because unclean often goes with unhealthy and unloved
    40. To be popular – because inclusion beats exclusion every time
    41. To gratify curiosity -- it killed the cat but motivates the sale
    42. To satisfy their appetite – because hunger is not a good thing
    43. To be individual – because all of us are, and some of us need assurance
    44. To escape stress – need I explain?
    45. To gain convenience – because simplicity makes life easier
    46. To be informed – because it’s no joy to be perceived as ignorant
    47. To give to others – another way you can nourish your soul
    48. To feel younger – because that equates with vitality and energy
    49. To pursue a hobby – because all work and no play etc. etc. etc.
    50. To leave a legacy – because that’s a way to live forever