Have you ever wondered why we purchase certain products and feel like they’re the best among so many options?

Many people may not be aware of their buying behavior, but most of us buy based on our irrational and emotional feelings.

There’s always a reason why we prefer certain things over others.

During my research on how people’s buying behavior is influenced, I came across a wonderful marketing book called “Contagious: Why Things Catch On” by Jonah Berger. This book perfectly explains why we tend to buy certain things and how they stay on top of our minds. Now, let me help you understand how these principles are used in our daily lives.

In our everyday lives, we encounter six principles that influence our purchasing behavior and catch our eye. These principles are known as STEPPS, as written in the book.

1. Social Currency: It’s like a status symbol. Whether we admit it or not, people want to talk about things that affect how others perceive them. We’re proud to have products that enhance our image. For example, have you ever planned to read/purchase a book simply because someone shared a list of ‘Top 10 Books Every Millionaire Read,’ hoping to acquire the same knowledge they possess?

Other common eg that we come across are:

• Sharing exclusive offers with friends and family to enhance social status by feeling good.

• Posting photos of trendy purchases on all social media platforms.

• Using luxury brands to signal your wealth and status.

2. Trigger: What comes to mind, comes to the tongue. We tend to speak about things that we remember easily. Many brands try to create triggers around their products. For instance, when you think of coffee, what brand comes to mind? Starbucks. Similarly, when you think of an apple, you might think of Apple products. Brands often use names that are easy to remember and relate to.

Other common examples:

• Associating a brand with a specific color or logo to trigger recall (Letter M as McDonald).
• Using catchy jingles or slogans in advertisements. (Have a Break, Have a _____)
• Offering limited-time promotions to prompt immediate action.

3. Emotion: Ah, emotions! We’re suckers for anything that tugs at our heartstrings. Whether it’s a heartwarming story or the fear of missing out, emotions drive our decisions. We share everything that’s attached to emotions because we want to be part of that emotional connection. Brands like Disney and Coca-Cola capitalize on this, creating campaigns that pull at our heartstrings and make us feel warm and fuzzy inside.

For example:

• Creating heartwarming advertisements that evoke nostalgia. (Disney 100 years video)
• Leveraging fear of missing out (FOMO) in limited stock announcements. ( Amazon’s limited time offer)
• Crafting touching stories of personal transformation with product use. (Redbull gives you wings.)

4. Public: Monkey see, monkey do. We’re social creatures, and we love to follow the crowd. When we see others using or endorsing a product, we’re more likely to jump on the bandwagon. Just look at the rise of influencer marketing and guerrilla tactics like Red Bull’s epic stunts—proof that public perception can make or break a brand.

More such eg:

• Displaying user-generated content or testimonials on a website.
• Highlighting social proof through customer reviews and ratings.
• Partnering with influencers to endorse products on social media platforms.

5. Practical Values: Knowledge is power. We’re drawn to products that offer expertise, value, and practical benefits. Whether it’s a how-to guide or a product that solves a problem, practicality is key. Just think of all those YouTube tutorials or Hubspot academy and life hacks that make our lives easier.

For Eg:

• Providing informative guides or tutorials related to product usage.
• Offering discounts or rewards for referrals or loyalty program participation.
• Demonstrating the practical benefits of a product through before-and-after scenarios.

6. Stories: Who doesn’t love a good story? Whether it’s a childhood memory or an epic adventure, stories stick with us long after the final chapter. Brands like Nike and Apple understand the power of storytelling, creating campaigns that resonate with our deepest desires and aspirations.

For Eg:

• Sharing customer success stories through testimonials.
• Creating narrative-driven advertisements that showcase product benefits.
• Developing brand origin stories that resonate with target audiences.

So, there you have it—STEPPS simplified! These six principles, Social Currency, Trigger, Emotion, Public, Practical Values, and Stories, are powerful tools that influence our buying behavior. By understanding and leveraging these principles, you can create marketing campaigns that resonate with your audience, inspire action, and ultimately drive business success. And remember, whether you’re a marketer crafting campaigns or a customer making purchasing decisions, keeping these principles in mind can guide you towards more informed choices.

Now that you have a better understanding of why we purchase certain things, stay tuned for more insightful topics on MondayMarketing. I’m sure your Mondays are about to get a whole lot more exciting… or Whatever!!!

Happy Marketing y’all