5 Surprising Psychology Experiments That Explain Why We Buy Things: The Psychology
We’ve all been there. You see a product ad. A strong desire for it has arisen, despite your lack of need. After listening to the marketing pitch, the thought shifts from “I don’t need this” to “I really want it.” This experience isn’t a failure of willpower; it is a deliberate outcome. It’s the result of smart sales strategies that focus on human psychology.
Successful businesses know that customers’ desire to buy often isn’t about the product. Instead, it’s about leveraging a hidden architecture of mental shortcuts and cognitive biases. How else could one store thrive while another, selling the same product for less, fail? The answers lie in decades of behavioral science research. In this article, we’ll look at five interesting experiments. They reveal the hidden forces of consumer psychology that push us to buy.
1. The biggest motivator isn’t saving money—it’s what the neighbors are doing.
In San Marcos, California, researchers studied ways to encourage residents to save energy. They went door to door, hanging notes on doorknobs. The messages asked people to use fans and air conditioning less.
The researchers tested four distinct appeals:
1. Saving the environment: An appeal to protect the planet.
2. Saving money: A promise that they could save $54 over the summer.
3. Civic duty: An encouragement to be a socially responsible citizen.
4. Social proof: A clear message that 77% of their neighbors used less power.
The results were striking. The first three messages on environmentalism, personal gain, and social responsibility did not change power usage. The fourth message, about what the neighbors were doing, led to a big drop in energy use. This experiment shows that social proof can motivate us more than personal gain or duty. It connects to our natural urge to keep up with the Joneses. The psychology
The study found that the main reason people take action isn’t for themselves—it’s for others.
2. The “Jam Paradox”: Why More Options Lead to Fewer Sales: The Psychology
In 1995, Professor Leanne Good ran a famous experiment in a gourmet market in California. She set up a booth where customers could taste-test a selection of jams and receive a $1-off coupon. The experiment had two conditions. Every few hours, she switched between offering 24 different jams and just six.
The results defied conventional wisdom. The booth with 24 jars drew bigger crowds. However, only 3% of those who tasted bought a jar. When the booth had only six jams, her crowds shrank by 50%. Still, a remarkable 30% of those who tasted a jam ended up buying one. The Psychology
This phenomenon is known as the “paradox of choice.” Too many similar options, like various stone fruit jams, can overwhelm consumers. They may feel stuck and unable to decide. Differentiating an apricot, a peach, and an apricot-peach blend can be tough. This mental effort can cause anxiety and a fear of missing out (FOMO) on a better choice. This lowers their satisfaction after buying. They might think, “I wonder if I’d have liked the peach jam more.” Businesses should remember this: giving choices is good, but those choices must matter. Choosing between a black T-shirt and a white T-shirt is simple. This clear choice builds a customer’s confidence. It also helps them avoid feeling overwhelmed by too many options.
3. Context is Everything: How a World-Class Violinist Made Just $32
In 2007, The Washington Post did a unique experiment with Joshua Bell. He is one of the most famous violinists in the world. Just two days after a sold-out concert with $100 tickets, Bell found himself at a Washington, D.C., metro station. It was the busy morning rush. He wore a baseball cap and casual clothes. He performed six intricate classical pieces for 45 minutes. He used his 300-year-old, multi-million dollar violin.
Out of the 1,097 people who passed by, only seven stopped to listen for more than a minute. In total, he made just $32, and $20 of that came from a single woman who recognised him. The Psychology
This powerful study reveals that our brains use context as a proxy for value. We deal with constant information overload by using environmental cues. This helps us make quick judgments and save mental energy. Commuters saw a man in plain clothes playing music at the metro station. They judged the performance as low value without truly listening to the music. They saw a busker, not a virtuoso, because the setting framed their entire perception. The only person who tipped well was the one who knew enough to change the situation.
Our brains manage this information overload by making assumptions based on context.
4. The Costliest Mistake: Assuming Your Customers Think Like You
In 1997, Stanford professor Lee Ross ran an experiment. It revealed a strong cognitive bias. He shared a conflict story with participants. He gave two options: Option A and Option B. Then, he asked which one most people would choose. Most people thought others would pick the same choice they did. The psychology
Researchers call this the “false consensus effect.” It’s when we think more people share our beliefs, behaviors, and habits than they actually do. This bias is risky for business owners. They often assume their own shopping habits reflect those of all their customers. A business owner who carefully checks prices may think all their customers do too. This assumption directly contradicts reality. Data show that many people buy on impulse. In fact, over 80% of Generation Z admit they often do this. Successful businesses know this bias. They focus their marketing and strategies on real customer needs, not just on what the owners assume.
5. The Power of Memory: Making Problems Seem Bigger Than They Are
In a 1965 study, researchers asked 152 people whether more English words start with ‘K’ or have ‘K’ as the third letter. An overwhelming 105 participants guessed that more words begin with ‘K’. In reality, words with ‘K’ as the third letter are far more common. This error occurs because our brains remember words that start with ‘K’ more easily. Examples are “kangaroo” and “kitchen.” It’s tougher to remember words with ‘K’ in the third spot, like “ask” or “bake.”” The Psychology
Researchers call this mental shortcut the “availability heuristic.” We often think something happens more often when we can easily remember it. Marketers use this mental shortcut by reminding you of past frustrations. Consider the video ads for an avocado slicer. They don’t start by listing the product’s features. Instead, they begin by reminding the viewer how annoying it has been to slice an avocado in the past.
This triggers the viewer to recall a specific, frustrating incident. Slicing avocados is usually fine. But when that frustrating memory pops up, the availability heuristic takes over. The problem seems to happen more often and feels more urgent than it is. This makes the customer much more likely to buy the solution being offered.
Your Brain on Shopping
These experiments demonstrate that unseen factors shape our buying choices. Psychological shortcuts, social pressures, and cognitive biases shape our buying choices. Triggers, such as the number of jam jars on a shelf or a frustrating memory, act below our awareness. The Psychology
Understanding these forces shows why we buy things. It also gives us a look into the surprising ways our minds work.
Now that you know about these triggers, which one will you notice first the next time you shop?
