Do People Make Rational Choices?

A reader asks:
Should the marketer assume that organizational buying decisions are always based on rational or economic consideration?

People buy what they want to buy, and they’ll find a way to rationalize it.

Think of it this way. Everyone knows that to maintain a healthy weight, they need to eat no more than 2000 calories per day. They should eat plenty of fruits and veggies, cut fat out of their diets, and exercise regularly.

Yet, an estimated 65% of US adults are considered overweight or obese.

On any given day, how many people would choose an apple over a piece of chocolate if given the choice?

Most would pick the chocolate and rationalize it – I’ll eat a lighter dinner. One piece won’t hurt me. I’ll start my diet tomorrow.

Marketing is about uncovering what people want and then positioning your services as the solution to their problem.

Again, look at the diet industry. People want to lose weight, so they spend thousands upon thousands of dollars on diet programs, gym memberships, books, etc that claim they can help them lose weight. What are the benefits? Be healthier and more attractive.

Whether or not they follow through is up to them. And there lies the problem many businesses find themselves presented with. There is no instant solution. The solution takes work to implement. It requires change.

For marketing to work, you have to show your audience that making that change is worth it – in terms of time, cost, effort, man power or whatever their top concerns are.

Most people want to be lean and healthy. What’s preventing them from doing so? The answer will differ depending on who you ask.

See my post on Does Marketing Create Needs? for more info.

Random Posts