Consumer Anxiety – The Urgency to Buy
When you are at the mall, do you always feel like there is an urgency to buy things? From the coffee at Starbucks, to the new iPhone 7, or even the new GoPro Drone. We constantly feel the need to buy things! What is the emergency and what is the force behind it?
Today, we are constantly doing and feeling “something”. We are always wanting “something” to satisfy our ever-ending needs. Perhaps, marketers have a role in this.
For instance, marketers are able to encourage our buying behaviours. They stimulate our desires and drives for the products they market. At times, it can also resemble a sense of urgency that we must buy the shoes that are on sale or a cup of freshly brewed Tim Hortons’ double double as we walk by Tim Hortons. Marketers, have enabled, even encouraged, a persistent state of panic.
In the Ad Week Article, written by Jason Alan Snyder, he analyzes the “crisis culture in marketing is real and pervasive.” He notes that brands are willing to act this way because by colliding consumer behaviour with crisis, it yields urgency that would make consumer take notice and even action of their product.
We see this everyday. When we are in the grocery store or the mall! The countless signs that says “Limited Time Offer”, “Buy 2 for 1”, “Buy 1 Get 1 FREE”, etc. These are countless sales strategies that are embedded in our minds a sense of pressure and necessity to buy these products or else it’s too late! This crisis generates our fear of missing out which is yet amplified by technology. Have you ever felt that missing out on deals was a shortfall to our full potential of happiness?
As of result, we, as consumer and citizens can be diluted of our own identity from the distractions of daily marketers. Do we truly know what we want? Should we have the right to justified marketing?
Source Featured Image: http://www.adweek.com/news/advertising-branding/its-time-marketers-help-ease-consumer-anxiety-they-ve-helped-create-173560