Business: The psychology behind seasonal marketing

consumer behaviour

the ways in which people think, choose, purchase, and use products or services (поведінка споживачів)

consumer psychology

the study of psychological factors that influence people's purchasing decisions (психологія споживачів)

scarcity effect

the tendency to value something more when it appears limited or difficult to obtain (ефект дефіциту)

sense of urgency

a feeling that something must be done or purchased immediately (відчуття терміновості)

anticipation

a feeling of excitement or expectation about something that is going to happen (передчуття / очікування)

nostalgia marketing

marketing that uses memories and positive feelings associated with the past (ностальгічний маркетинг)

emotional trigger

something that causes a strong emotional reaction and may influence behaviour (емоційний тригер)

seasonal association

a mental connection between a product, feeling, image, or idea and a particular season (сезонна асоціація)

FOMO

anxiety that you might miss an enjoyable or valuable opportunity that other people are experiencing (страх щось пропустити)

limited-edition

produced or available only for a limited period or in limited quantities (лімітований / обмежений у випуску)

tap into

to make effective use of a particular emotion, trend, need, or cultural idea (використовувати / апелювати до)

drive demand

to encourage people to want or purchase a product or service (стимулювати попит)

create a sense of urgency

to make consumers feel that they need to act quickly (створювати відчуття терміновості)

brand positioning

the way a company deliberately presents a brand so that consumers associate it with particular qualities (позиціонування бренду)

purchase intention

the likelihood or stated willingness of a consumer to buy something (намір здійснити покупку)

behavioural nudge

a subtle change in how choices are presented that encourages a particular behaviour without forcing it (поведінковий стимул)