PSYCHOLOGY IN THE DESIGN (PART 2)

Binding effect

Binding effect – a cognitive bias that describes the common human tendency to rely too much on the first part of the information (“anchor”) in decision-making. anchor effect – it is the second name of the binding effect. During decision-making, binding effect occurs when people use the initial part of the information, to make the following conclusions. Once anchor effect is installed, there is an aspiration to interpret other information around the anchor, and judgment is made by the following changes from the anchor. binding effect in action: the proposed starting price for a used car sets a new starting price, a kind of standard for the rest of the negotiations, then the prices are lower than the initial price seem more reasonable, even if they are still higher than the actual price of the car.

Consider watch from Apple for $ 10,000 +. Of course the company has no plans to sell millions of its $ 10.000+ watches, but the very existence of this product enhances the effect of the anchor, which makes sport watch for $ 349, downright reasonable purchase.

These methods can also be applied to other cases not related to prices. For example, here to motivate people to save here is presented data of domestic electricity consumption in the most convincing way. Since most people do not really understand what a 1 kW / h, what does it save and how much you can save in terms of money, the actual savings of the consumers are often too small to be in itself a motivating factor. In this case, it is necessary to resort to a comparison of percent. Make a motivating message of a clear and convincing. In the example, we see immediately that we consume more than our neighbors. And in most cases, this method has the effect on consumers and gives positive results in the economy issue.

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When the tiny details matter

We are all familiar with the commonly used marketing trick, when the prices seem to be lower due to the decrease in the cost of a few cents (eg, 50 vs. 49.99). This method, known as psychological pricing or pricing charming.

Psychological pricing

Psychological pricing – strategy of pricing, marketing, based on the theory that some prices have a psychological impact. Retail prices are often expressed as “non-integral” numbers: slightly smaller than an integer, for example, 2.98 or 19.99. Psychological pricing is based on the fact that consumers tend to perceive “not whole” price as significantly lower than they are actually, seeking to the next at a low currency. Thus, the price such as 1.99 USD psychologically linked to an expense of USD 1 instead of the $ 2. Psychological pricing, as the method is popular because it works.

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However, many brands are starting to move away from this trick, since concerned that 99 cents in the price associated with cheapness over quality. Instead, these brands use other psychological strategies to increase the attractiveness of the prices of their products and services.

Studies in the US show that the removal of decimals and comma in the price can change perception and make such prices that will seem more reasonable. For example, one and the same product presented as $ 1000 is perceived as less expensive than if the price will be presented in this form $ 1,000.00.

Other studies have shown that the removal of a dollar sign ($) in the overall price decreases emotional stress to pay and, consequently, increases our inclination to spend (a vivid example of psychology in the design). This strategy is often used in restaurant menus and price lists of shops.