How To Understand and Shape Consumer Behaviour. With Examples

09.07.22, 13:22 How To Understand and Shape Consumer Behaviour.
With Examples
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How To Understand and Shape Consumer Behaviour.

CRO (https://www.convertize.com/cro/) Nudge Marketing
With Examples
Psychology (https://www.convertize.com/consumer-behaviour-experts/)
Personalized Nudges
Marketing (https://www.convertize.com/web-marketing/)
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Case Studies (https://www.convertize.com/case-studies/) by Jochen Grünbeck
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Consumer Behaviour is the study of why people buy things and how they Quick Start Guide
(https://www.conver
choose what to buy. Experts in consumer behaviour take ideas from
tize.com/conversio
psychology and economics to help analyse and explain the choices we make. n-rate-
For example, scientists like Richard Thaler optimization/)
(https://www.tandfonline.com/doi/full/10.1080/09538259.2018.1513236), Daniel
Kahneman (https://www.nobelprize.org/prizes/economic- 100+ Ways to
sciences/2002/kahneman/facts/), Dan Ariely Effectively Increase
Your SaaS
(https://www.ted.com/speakers/dan_ariely) and Robert Cialdini
Conversion Rate
(https://hbr.org/2013/07/the-uses-and-abuses-of-influence) have shown how (https://www.conver
the decisions we make are both irrational and yet predictable. tize.com/saas-
conversion-rate/)
This Guide to Consumer Behaviour will show you:

Neuromarketing
Glossary: A
What Consumer Behaviour is dictionary of
cognitive biases,
Four key Consumer Behaviour concepts
behavioural effects
How to be more persuasive in your marketing and
neuromarketing
terms
(https://www.conver
tize.com/glossary/)
Recent Articles In
Consumer Behaviour
15 Neuromarketing Books You

Must Read In 2022
(https://www.convertize.com/n
Understand and Shape Consumer

euromarketing-books/)
4 Jan 2022
Behaviour Social Proof: Science,

Psychology and Application.
What is Consumer Behaviour? With Examples
A History of Consumer Behaviour (https://www.convertize.com/s
ocial-proof/)
Four Key Concepts Within Consumer Behaviour 2 Jan 2022
1. The Purchase Process
2. Consumer Styles and Segmentation Is Social Proof a Dark Pattern?
3. Adopting New Trends – The Diffusion Model (https://www.convertize.com/s
4. Biases, Heuristics and Consumer Persuasion ocial-proof-dark-patterns/)
5 Aug 2021
Four Ways To Be More Persuasive Using Consumer Psychology

Social Proof & Digital
1. Design Your Website For Biased Users Marketing: How to Use It, with
2. Optimise Your Pricing Examples
(https://www.convertize.com/s
3. Build Campaigns Around the Purchase Process
ocial-proof-marketing/)
4. Make Customers Feel Like Part of the Early Majority 31 Jul 2021
The Consumer Behaviour Library – What You Should Read 72 Psychological Triggers
to Convert Visitors into

Customers
(https://www.convertize.com/c
ognitive-biases-conversion-
rate-optimisation/)
On 8 December 2017, Richard Thaler was given the Nobel Prize for 2 Jun 2021
Economics (https://www.nobelprize.org/prizes/economic-
sciences/2017/thaler/facts/). The award recognised his contribution to 14 Proven Ways to Use Social
Behavioural Economics. However, the selection caused controversy; Thaler Proof in eCommerce (Tips &
was not a normal economist. Examples)
(https://www.convertize.com/s
ocial-proof-ecommerce/)
Thaler’s ideas have become central to the way we think about Consumer 1 Jan 2021
Behaviour. But, before we explain why his 2017 award was so significant, we
define what we mean by “Consumer Behaviour”. Upgrade Your Online
Customer Experience With
Real-World Techniques
What is Consumer Behaviour? (https://www.convertize.com/o
nline-customer-experience/)
17 May 2020
Definition – Consumer behaviour is the study of the people and the activities
associated with a purchase. It explores how products are chosen, distributed What is Nudge Marketing?
and used, as well as the emotions, psychology and behaviour they create. (https://www.convertize.com/w
hat-is-nudge-marketing/)
3 Jan 2020
Marketers would love to see exactly what makes a customer buy. If they could
install a recording device in their customers’ minds, like the black box inside
an aeroplane’s cockpit, what would they find?
Unfortunately, there is no way to record what happens inside a customer’s

head. Reverse-engineering this missing black box, is the study of Consumer
Behaviour.
A History of Consumer Behaviour

In the early 20th-century, marketing was dominated by ideas from classical
economics. The consumer was seen as a rational person who made choices
and behaved in predictable ways.
By the mid-century, this perspective had come unstuck. Within psychology,

the “Cognitive Revolution” had demonstrated that it was possible to gain
practical insights into how people think. What cognitive studies showed was
that The studies many of the decisions we make are completely irrational.
The Cognitive Revolution

In 1974, two psychologists named Daniel Kahneman and Amos Tversky
published a disruptive article: Judgement under Uncertainty
(https://link.springer.com/chapter/10.1007/978-94-010-1834-0_8). In it, they
https://www.convertize.com/consumer-behaviour/ 1/6
09.07.22, 13:22 How To Understand and Shape Consumer Behaviour. With Examples
showed how “heuristics” like Availability (https://www.convertize.com/)
(https://www.convertize.com/glossary/availability-bias/) and Anchoring bias
everyday decisions.
What CRO heuristics? Heuristics are ways of making decisions without havingNudge Marketing
are(https://www.convertize.com/cro/)
all the information or time needed to choose rationally. They tell us which
option feels right, but are subject to clear biases. Personalized Nudges
NudgifySocial Proof app for your website  (https://www.nudgify.com/)
or/jochen/)
Jochen writes about

Experts Tips (Blog)behavioural economics and
psychology.

articles FREE
Français
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.com/fr/
psychol
Availability Bias occurs when a situation feels more likely because it is more easily broughtogie-
to Subscribe
mind marketi
ng/)
Having been launched in 1964, the Journal of Marketing Research

(https://journals.sagepub.com/home/mrj) began to regularly publish articles
based on the new psychological approach to marketing.
Nudge Marketing and Choice Architecture

In a series of articles published in the Journal of Economic Perspectives
between 1987 and 2006, Professor Richard Thaler highlighted what he called
“Anomalies” in almost every aspect of consumer decision-making…
Stock prices rise in January (https://www.aeaweb.org/articles?

id=10.1257/jep.1.1.197&within%5Btitle%5D=on&journal=3&q=Anomalies&from=j)
People reject beneficial deals that they consider unfair
(https://pubs.aeaweb.org/doi/pdfplus/10.1257/jep.2.4.195)
They also overvalue what they already own
(https://www.aeaweb.org/articles?
id=10.1257/jep.5.1.193&within%5Btitle%5D=on&journal=3&q=Anomalies&from=j).
However, it was the 2008 publication of Nudge

(https://en.wikipedia.org/wiki/Nudge_(book)) that brought his work to public
attention. His model of consumer decision making, built around “Choice
Architecture”, has influenced marketing, psychology and even public policy.
Marketing, particularly for eCommerce platforms, has been heavily influenced

by Nudge theory. For instance, many websites now use subtle “Nudges” to
encourage people to buy things. This practice, perfected by companies like
Amazon (https://www.convertize.com/amazon-website-design/) and
Booking.com (https://www.convertize.com/booking-com-conversion-rate/) is
called Nudge Marketing (https://www.convertize.com/what-is-nudge-
marketing/).
The influence of Thaler’s ideas, as well as his work to make sure Nudges are
used constructively, is why the 2017 Nobel Prize for Economics was given to
such an unusual candidate.
Four Key Concepts Within Consumer

Behaviour
Whilst Consumer Behaviour can sometimes focus on the purchase decision, it
also includes other aspects of the consumer journey. For example…
Branding
Social Influence
Customer Loyalty
Product and Brand Switching
Satisfaction
Online Behaviour
Here are four of the most important concepts from contemporary work on
Consumer Behaviour….
1. The Purchase Process

In 1967, Philip Kotler published his Marketing Management
(https://books.google.co.uk/books?
id=8VDYaWzc9MgC&pg=PA246&lpg=PA246&dq=Philip+Kotler+five+stages+buying+process&source=bl&ots=tWPhaQQ0oJ&sig=yJlZOCxJ_3H9UUebIUTDbrpPv1Q&hl=en&sa=X&ved=2ahUKE
Among other things, the textbook described five stages involved in a
purchase. Since the publication of his work, Kotler’s five-stage model of the
buying process has been widely adopted.
1. Problem/Need – Finding out what triggers a customer to look for a

product is an important part of modern marketing. For necessities (food,
medicine, practical items) the first stage of the buying process is difficult
to influence. For luxury items, it is important to think about what makes a
customer want to buy something.
2. Search – During this stage, a customer becomes receptive to
information about a product. They may actively seek different options, or
simply respond to promotions.
3. Evaluation – The customer explores their options and considers
alternatives. They will usually establish a preferred brand and reduce
their selection to 2-3 competing products.
4. Purchase Decision – After the customer has identified the product they
want, they still have to buy it. A number of obstacles and interventions
can prevent a customer from actually making a purchase.
5. Post-purchase – The customer continues to think about the product
after they have purchased it. For a repeat purchase, they will reconsider
their choice when they next come to buy the item. They may also be
willing to participate in feedback surveys or marketing activities.
2. Consumer Styles and Segmentation
An alternative way of thinking about Consumer Behaviour is to profile the (https://www.convertize.com/)
different ways people buy things. In 1986, a pair of consumer psychologists
developed a universal consumer style inventory
(https://www.researchgate.net/publication/229589646_A_Methodology_for_Profiling_Consumers'_Decision-
Making_Styles). George Sprotles and Elizabeth Kendall proposed eight
CRO (https://www.convertize.com/cro/) Nudge Marketing
characteristics that describe any given customer.
Personalized Nudges
Perfectionist:
Marketing The customer looks for the best quality of product.
(https://www.convertize.com/web-marketing/)
Brand-aware: The customer prefers brands and designer labels. NudgifySocial Proof app for your website  (https://www.nudgify.com/)
Case StudiesThe
(https://www.convertize.com/case-studies/) by Jochen Grünbeck
Hedonist: customer treats shopping as a form of enjoyment. (https://www.convertize.com/auth
Price-aware: The customer seeks low prices, sales, or discounts. or/jochen/)
Fashion-aware: The customer likes to be up-to-date and seeks variety.
Jochen writes about
Impulsive: The customer is prone to spontaneous purchases. Experts Tips (Blog)behavioural economics and
Confused: The customer experiences too much information or choice. psychology.
Habitual: The customer is loyal to brands and follows a routine.

articles FREE
Français
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psychol Subscribe
ogie-
marketi
ng/)
Both the Consumer-style and Five-stage model of Consumer Behaviour are

subject to cultural variation and interpretation. In both cases, the framework
must be used alongside real-time data to give the models predictive value.
Within modern marketing campaigns, these models are primarily used for
Market Segmentation.
3. Adopting New Trends – The Diffusion Model

Marketing a newly developed product involves a specific type of consumer
behaviour. In his, The Diffusion of Innovations, the American sociologist
Everett Rogers grouped consumers into five types of consumer
(https://books.google.co.uk/books/about/Diffusion_of_Innovations_5th_Edition.html?
id=9U1K5LjUOwEC&redir_esc=y):
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
These five groups respond in very different ways to new products. The
majority of people will only accept a new idea or product once it has gained
mainstream popularity. Because of this snowball effect, the adoption
behaviour of large groups of people tends to take the shape of a bell curve
(where most people occupy the middle-ground).
From Everett Rogers’ The Diffusion of Innovations
The impact of the diffusion bell curve can be seen in the way that a product’s
market share increased rapidly during the middle phase of its growth. Once
each group has adopted a new innovation, the market is considered
“saturated”.
4. Biases, Heuristics and Consumer Persuasion

In his Thinking, Fast And Slow (https://www.amazon.com/Thinking-Fast-
Slow-Daniel-Kahneman/dp/0141033576/), the psychologist Daniel Kahneman
identified a number of mental shortcuts that most people use when they
aren’t paying much attention to a problem. This System 1 style of thinking is
the type we use when we make most of our decisions.
Because this is an automatic and low-effort form of problem-solving, it often

relies on approximate guesses and estimations. These shortcuts, also known
as “heuristics” or “cognitive biases (https://www.convertize.com/what-are-
cognitive-biases/)“, lead consumers to behave in irrational yet predictable
ways.
Dan Ariely’s Predictably Irrational (https://www.amazon.com/Predictably-

Irrational-Revised-Expanded-Decisions/dp/0061353248/) takes this insight
even further, isolating a number of common biases that occur in everyday life.
Turning conventional economics on its head
(https://www.nytimes.com/2008/03/16/books/review/Berreby-t.html), Ariely
argues that most behaviour does not reflect the true costs and benefits faced
by a consumer. Instead, he demonstrates that the decisions we make are (https://www.convertize.com/)
almost always based on intuition and guesswork. Some common examples of
these flawed judgements include:
CRO Availability Bias (https://www.convertize.com/glossary/availability-Nudge Marketing

The(https://www.convertize.com/cro/)
bias/)
The Endowment Effect Personalized Nudges
(https://www.convertize.com/glossary/endowment-effect/)
Goal Gradient Effect (https://www.convertize.com/glossary/goal- NudgifySocial Proof app for your website  (https://www.nudgify.com/)
gradient/)
Social Cognition (https://www.convertize.com/glossary/social- or/jochen/)
cognition/)
Jochen writes about
Experts Tips (Blog)behavioural economics and
By identifying common cognitive effects, marketers are able to make the most psychology.
of their customers’ attention. They can also avoid falling victim to consumer
biases. Subscribe to get his latest

articles FREE
4 Ways To Be More Persuasive To Français

Consumers www.co
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.com/fr/
psychol Subscribe
Aspects of Consumer Behaviour are relevant at different times. For example, ogie-
marketi
when you are updating a product it is useful to keep track of which of your ng/)
customers adopt the update first. By segmenting your users into the five
different kinds described by Rogers, you can target “Early Adopters” more
accurately with any new products.
Here are four ways you can use Consumer Behaviour to make your marketing
more persuasive.
1. Design Your Website For Biased Consumers

When you are designing your most valuable marketing asset, it’s easy to
forget how your customers will read it. A simple way to make your site more
user-friendly is to design it with cognitive biases
(https://www.convertize.com/cognitive-biases-conversion-rate-optimisation/)
in mind.
Use contrast to draw attention to particular elements (like buttons)

Add pictures wherever possible to make your pages easier to scan
Apply effects like “Mere Exposure
(https://www.convertize.com/glossary/mere-exposure/)” and Anchoring
to make your messages as persuasive as possible.
2. Optimise Your Pricing For Consumer Behaviour

Whether or not you admit it, price optimization
(https://www.convertize.com/price-optimization/) has shaped your
purchasing decisions. Effects such as “Left Digit Bias
(https://academic.oup.com/jcr/article-abstract/32/1/54/1796360)” are quite
familiar (it’s the reason why so many prices end in 99 or 95). However, there
are a number of other important effects that shape our choices without us
realising.
Decoy Pricing – by creating asymmetrical pricing structures you can

stop customers automatically choosing the cheapest one. For example,
many coffee shops offer something similar to the following: Small 2.50
Medium 2.80 Large 3.20.
Position Effect – when items are presented in a list, we remember the
first and the last items most clearly. Unsurprisingly, these are the ones
people choose most often.
3. Build Your Campaigns Around The Purchase

Process
Advertising with Google, Facebook or another platform costs a lot of money,
but some keywords or audiences are more effective than others. If you are a
smaller business, it doesn’t make sense to advertise to customers in the first
two stages of the purchase process.
Targeting your ads at fewer consumers who are closer to the “Buy” button (for
example, with highly-specific “long-tail” keywords) makes them much more
likely to convert. For that reason, a “long-tail” strategy is often much more
affordable.
4. Make Your Customers Feel Like Part of the “Early

Majority”
Most marketers are familiar with Social Proof
(https://www.convertize.com/social-proof/). It is the psychological effect that
leads us to copy other people’s choices and behaviours. Whilst the effect is
often used as part of Social Proof Marketing
(https://www.convertize.com/social-proof-marketing/), it is also important to
think about Social Proof when releasing a new product.
Since 34% of people are Early Majority consumers, you need to show them
that they are not the first to try your product. You can do this with reviews, star
ratings, or by showing recent sign-ups (https://www.nudgify.com/recent-sign-
ups/) with a purpose-built Social Proof app (https://www.nudgify.com/social-
proof-app/).
The Consumer Behaviour Library

Here are the references for studies featured in this guide. Some may require
passwords or institutional logins to access.
Amos Tversky and Daniel Kahneman, “Judgment under Uncertainty:

Heuristics and Biases (https://www.amazon.com/Judgment-Under-
Uncertainty-Heuristics-Biases/dp/0521284147/)”, Science, Volume 185,
Number 4157 (1974), pp. 1124–1131.
Everett Rogers, “New Product Adoption and Diffusion
(https://academic.oup.com/jcr/article-abstract/2/4/290/1820436?
redirectedFrom=fulltext)“, Journal of Consumer Research, Volume 2,
Issue 4 (1976) pp. 290–301.
George Sprotles and Elizabeth Kendall, “A Methodology for Profiling
Consumers’ Decision‐Making Styles
(https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1745-
6606.1986.tb00382.x)“, Journal of Consumer Affairs, Volume 20, Issue
2, (2003), pp. 267 – 279.
Philip Kotler and Gary Armstrong, Principles of Marketing
(https://www.amazon.com/Principles-Marketing-17th-Gary-
Armstrong/dp/9352865618/) (New Jersey, 2010).
Classic Books
This is our selection of the most influential Consumer Behaviour books of the
past fifty years. For books related to neuromarketing
(https://www.convertize.com/neuromarketing-books/), see our 2021 reading
list.
Robert Cialdini, Influence (https://www.amazon.com/Influence-New- (https://www.convertize.com/)
Expanded-Psychology-Persuasion/dp/B08RLT11Q3/) (Chicago, 1984)
Richard Thaler, Nudge (https://www.amazon.com/Nudge-Improving-
Decisions-Health-Happiness/dp/014311526X/) (London, 2008)
Elizabeth
CRO Parsons and Pauline Maclaren, Contemporary Issues in
(https://www.convertize.com/cro/) Nudge Marketing
Marketing and Consumer Behaviour
(https://books.google.co.uk/books/about/Contemporary_Issues_in_Marketing_and_Con.html?
Personalized Nudges
id=nCECPF0TBcoC&redir_esc=y)(London, 2009).
Daniel Priestley, Oversubscribed NudgifySocial Proof app for your website  (https://www.nudgify.com/)
(https://www.amazon.com/Oversubscribed-How-People-Lining-
Business/dp/0857088254/) (London, 2015). or/jochen/)
Seth Stephens-Davidowitz, Everybody Lies
(https://www.amazon.com/Everybody-Lies-Internet-About- Jochen writes about
Really/dp/0062390864/) (Oxford, 2017) Experts Tips (Blog)behavioural economics and

psychology.
Roger Dooley, Friction (https://www.amazon.com/FRICTION-Untapped-
Force-Powerful-Advantage/dp/1260135691/) (New York, 2019). Subscribe to get his latest

articles FREE
Classic Articles
Français
This is our selection of the most influential Consumer Behaviour books of the
www.co
nvertize
past fifty years. .com/fr/
psychol Subscribe
ogie-
marketi
“The Behavior analysis of consumer choice ng/)
(https://www.sciencedirect.com/journal/journal-of-economic-
psychology/vol/24/issue/5)“, (special issue) Journal of Economic
Psychology, Volume 24, Issue 5 (2003), pp. 581-718.
Dianne Dean & Robin Croft “Reason and Choice: A Conceptual Study of
Consumer Decision Making and Electoral Behavior
(https://www.tandfonline.com/doi/full/10.1080/15377850902813386)“,
Journal of Political Marketing Volume 8, Issue 2 (2009), pp. 130-146.
by Jochen Grünbeck
(https://www.convertize.com/author/jochen/)
Jochen is co-author of "Smart Persuasion - How Elite Marketers
Influence Consumers (and Persuade Them to Take Action)". After
an MBA at INSEAD, he began his career at Airbus. Then, he
moved on into Management Consulting, focusing on purchasing
and negotiation strategy as well as cost optimisation projects for
bluechip and midsize companies in France and Germany.
His
experiences led him to specialise in persuasion psychology,
behavioural economics and conversion rate optimisation.
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Comments
MRS FM HARTZE says
23rd June 2020 at 7:15 pm (https://www.convertize.com/consumer-behaviour/#comment-11647)
Thank you for a deeply insightful article on consumer behaviour and the psychology behind the
decisions and actions taken.
Reply
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09.07.22, 13:22 How To Understand and Shape Consumer Behaviour.

Smart Persuasion (https://www.convertize.com/smart-persuasion/)

How To Understand and Shape Consumer Behaviour.

Subscribe to get his latest

Consumer Behaviour (https://www.convertize.com/topics/consumer-behaviour-experts/) » How To Français

This Guide to Consumer Behaviour will show you:

15 Neuromarketing Books You

Understand and Shape Consumer

Behaviour Social Proof: Science,

Four Ways To Be More Persuasive Using Consumer Psychology

to Convert Visitors into

Unfortunately, there is no way to record what happens inside a customer’s

A History of Consumer Behaviour

By the mid-century, this perspective had come unstuck. Within psychology,

The Cognitive Revolution

Jochen writes about

Subscribe to get his latest

Having been launched in 1964, the Journal of Marketing Research

Nudge Marketing and Choice Architecture

Stock prices rise in January (https://www.aeaweb.org/articles?

However, it was the 2008 publication of Nudge

Marketing, particularly for eCommerce platforms, has been heavily influenced

Four Key Concepts Within Consumer

1. The Purchase Process

1. Problem/Need – Finding out what triggers a customer to look for a

2. Consumer Styles and Segmentation

Habitual: The customer is loyal to brands and follows a routine.

Subscribe to get his latest

Both the Consumer-style and Five-stage model of Consumer Behaviour are

3. Adopting New Trends – The Diffusion Model

From Everett Rogers’ The Diffusion of Innovations

4. Biases, Heuristics and Consumer Persuasion

Because this is an automatic and low-effort form of problem-solving, it often

Dan Ariely’s Predictably Irrational (https://www.amazon.com/Predictably-

CRO Availability Bias (https://www.convertize.com/glossary/availability-Nudge Marketing

biases. Subscribe to get his latest

4 Ways To Be More Persuasive To Français

1. Design Your Website For Biased Consumers

Use contrast to draw attention to particular elements (like buttons)

2. Optimise Your Pricing For Consumer Behaviour

Decoy Pricing – by creating asymmetrical pricing structures you can

3. Build Your Campaigns Around The Purchase

4. Make Your Customers Feel Like Part of the “Early

The Consumer Behaviour Library

Amos Tversky and Daniel Kahneman, “Judgment under Uncertainty:

Really/dp/0062390864/) (Oxford, 2017) Experts Tips (Blog)behavioural economics and

Roger Dooley, Friction (https://www.amazon.com/FRICTION-Untapped-

Force-Powerful-Advantage/dp/1260135691/) (New York, 2019). Subscribe to get his latest

Write your comment here

Articles that might interest you

Company Products Resources

About Us CRO Agency A/B Testing Ideas

eboo (https edin.

k.co ://twit com/

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