Human Nature and Mind Games. Analysis of Consumer Behaviour in Supermarkets.

Abstract

On Saturday, as Bauman would say, families go to the supermarket, and what influence them to buy a certain type of product instead of others for the week? Are they persuaded by the list of ingredients in products or tricks coming from companies and supermarkets? Daily life repeats itself. Habits and routine make it up. In the performance of everyday stuff, we rely on patterns, making our conduct semiautomatic. We are unconscious of many activities we accomplish every day. In the unconscious part of the brain, the deepest, reside dreams, unfulfilled desires. Our brain cannot work continuously. According to Kahneman, we can refer to two mental systems to define the ways of thinking of people: «automatic system» and «reflective system». Human nature is shaped further by emotions, social relations, life experiences and common sense. These factors help people feel like they are part of a group. Believing in the same things and feeling empathy mean belonging to a community, sharing something together. Decisions are made by individuals in everyday life, without external persuasions according to human nature. Companies use “mind games” to persuade us, through emotions (happiness, nostalgia, etc...), and lead us to buy a certain brand instead of another. Mind plays a key role. Affirming that a food is natural and of high quality does not make it such, but the unusual presentation on plates and trays and the confidence in those who propose it can get to disguise the reality. In the game of seduction, the consumer carried out an active role. The appetite of consumption is increased by continuous exposure to new temptations and the creation of a state of excitement and dissatisfaction. Recalling his attention, such as through the promotion of products, a need or desire is confirmed and the possibility to satisfy it. Furthermore, supermarkets attract the attention of consumers with psychological tricks, such as airy decompression at the entrance to make consumers relax, offers that remain in the subconscious (prompting purchase later), related products are placed close together to encourage impulse purchase, red stickers make us think the price has been cut (even if it is not true). These tricks persuade us and lead us to buy also products that we do not need. An analysis of the human nature and the persuasions in the processes of decision-making in everyday life, with reference to supermarket products.