What makes people want to buy? What role does our brain play when making a purchase decision? These questions were the drivers of my work in recent years and my recent book.
If you are like me, then it probably happened to you that you have gone a shopping And things you just bought. What happened in that act? Simply, what has happened is that your brain made the decision to buy despite your intention not to do it.
What happened is that certain stimuli, such as a very striking window, a very good offer and the shopping atmosphere have managed to activate your brain’s rewards system so that a neurotransmitter called is released Dopamine. What generates dopamine? This neurotransmitter and hormone causes your impulses to be fuel and carry out an action in order to obtain that, or in other words, it makes you go in search of the reward, which in this case is about what you just bought. And this happens again and again without realizing it, it could even be said that your brain deceives you and takes control of all decisions, even those that you did not want to take. ¿Did you ever decided to start a diet and suddenly interrupted it to see something sweet and rich in a bakery? Can you imagine why that happens? Indeed, again dopamine assumes the power of your impulses.
95 % of the decisions that humans make are processes that occur involuntarily, unconscious and automatic. Let us think that our brain is scheduled to survive, so it decides and moves us towards actions that are aimed at achieving this goal. That is why we feel impulse for food and sex, the need to belong to a social group, to find a partner, as well as the fear that seizes us before the unknown. Hence actions that, from a biological view, what they are looking for is food, reproduction, belonging and security.
Today we know that human beings are not aware of the vast majority of the decisions we make. According to neuroscience studies, the brain makes a decision several seconds before we are aware that it has done so. The truth is that we all respond predetermined to certain stimuli that are recorded in the depths of our being and that correspond to the evolution of our species.
It is easy to observe when a person decides to buy something or not do it; However, what we do not see is what underlies this decision. Precisely there is motivation, and therefore, the activation of the rewards system.
Likewise, much of our motivations are conditioned by the environment, that is, by the time, context and sociocultural customs typical of the time when each grows. And this is a challenge for sellers today. How to communicate value for different generations?
Let us think that while the Baby Boomers (1946 – 1964) are motivated to buy products from recognized and experience, valuing robustness and durability. Generation Z (1997 – 2009) is motivated to buy products that are innovative and that are friendly to the environment, prioritizing more care of the planet than the durability of the product. Why is this difference? The key is in the environment in which each generation has had the opportunity to grow and as that context has shaped its mind, thus modifying the brain structure from what neuroscience calls as “neuroplasticity.” In this way, while Baby Boomers value stability, security and what is predictable and enduring over time; Generation Z values that brands are responsible with society and the environment, and at the same time, that the purchase experience promotes flexibility, freedom and autonomy, in other words, it is about buying, paying and receiving the product When, where and how They prefer it.
As we see, this approach is a powerful tool to identify interests, motivations, behaviors and values in common. And as it becomes evident, it is not the product, but the value it represents. The difference is how products communicate value and have the ability to release Dopamine Indeed, the sale consists of connecting with values and activating the rewards system. And clearly, by connecting with values we are connecting with people, with the human, with what makes the difference.
In short, we can affirm that people do not buy products but that these are only “means” to meet their needs, values and motivations. Buying is definitely an act of motivation. Therefore, the most effective vendors positively influence their customers, communicating value proposals that connect with each person and promoting greater satisfaction.
*Carlos González, Consultor, Speaker and author of “The Human Face of Sale”.
By Carlos González
