[Case] ​​Start from the scenario and make your fear marketing more effective!

In life, we always make various purchasing decisions, which are not completely under our control. Marketers use various means to more or less influence or even manipulate our purchasing decisions, and fear marketing is one of these methods.

People are no strangers to fear. For example, the fear of thrilling scenes after watching a horror movie, the uneasiness about the upcoming unknown scenes, etc., are all fear. So why can fear marketing affect people's purchasing behavior?

reason

In layman's terms, the brain tissue that produces, identifies and regulates emotions is called the "amygdala". When people feel fear, the amygdala will transmit neurons to the neocortex, but there is no such connection between the cerebral cortex and the amygdala. This results in the emotion of fear replacing logical analysis in certain circumstances, but conversely, logical analysis cannot effectively replace the emotion of fear. In short, fear is far more powerful than logic . For this reason, marketing experts always awaken the fear in the hearts of potential consumers and disrupt their logical thinking in order to achieve the purpose of changing consumer purchasing behavior.

analyze

Fear marketing is everywhere in our lives. For example, shampoo advertisements, on the surface, convey to consumers that after use, hair will become smoother, shinier, and free of dandruff. But in fact, it is not that simple.

Think about it carefully, aren't many shampoo advertisements based on a date or chance encounter between a man and a woman? During the dating process, the man finds that the woman has a lot of dandruff on her shoulders. At this time, the woman is often embarrassed and shy. The next scene is that after the woman uses xx shampoo, her hair is no longer dandruff-free, and becomes smooth and shiny. She also becomes more confident in the process of interacting with the man.

In fact, this is the use of fear marketing, which makes people worry that others will discover their imperfections (such as dandruff, bad breath, etc.) in important occasions (such as dates). By making people fear that their image is not perfect, we are stimulated to buy products that can make our appearance better . Generally speaking, this type of advertising relies solely on fear for marketing. Marketers often embed the story scene in a beautiful scene such as a date or a chance encounter between a man and a woman. In this type of scene, people will pay more attention to their image than usual, and will feel more fear and ashamed of their indecent appearance. By deeply considering the social and psychological needs of the crowd, people's anxiety will be strengthened , and the effect of fear marketing will be twice the result with half the effort.

In fact, it is not just shampoo. Similar shower gels and mouthwashes all use fear marketing strategies to influence people's purchasing behavior. From an ordinary person's perspective, do we take a shower, wash our hair, and brush our teeth every day because we want our bodies to meet hygiene standards or because we are afraid of our image being sloppy and want our appearance to look clean and healthy? The answer is obvious.

Methodology

It can be seen that in scenarios that meet people's social and psychological needs, such as dating, people's ideal image will be higher than the daily standard level. However, as long as we create the idea that "your image on a date is actually terrible, dandruff and bad breath make your image not even up to the standard level" and convey it to consumers, people will become anxious about their own image. Especially in scenarios like dating, anxiety will be magnified again and again. At this time, people will try to buy products that can address their anxiety, to fill the gap in their image, and to make their image reach their ideal state.

If we want to apply the method of embedding into specific scenarios + fear marketing, we can roughly follow the following process (with some changes based on the shame marketing method):

1. Point out situations that make people feel uncomfortable, ashamed, or fearful (dandruff, obesity, athlete's foot, death, etc.)
2. Intensify consumers' anxiety about this issue from the perspective of social and psychological needs (here, anxiety can be embedded in a certain scenario, starting from people's social and psychological needs, to highlight anxiety, such as one party on a date has athlete's foot)
3. Sell ​​a solution/product that will resolve this anxiety/fear
4. Let this product become a habitual use in people's lives and become a normal

Let’s take the chewing gum advertisements on the market as an example for a simple analysis:

1. The advertisement sets the scene theme as the male protagonist pursuing the female protagonist (through the theme of "confession", embedded in a specific scene)
2. The male protagonist was afraid to confess his love to the female protagonist for some reason (bad breath) (starting from social and psychological needs, the anxiety was amplified, and more consumers could empathize with such anxiety)
3. The male protagonist obtains the brand of chewing gum through various channels, and then his breath is refreshed, and he bravely confesses his love (selling the solution)
4. The male protagonist successfully confessed his love (through the successful case, it hinted to consumers the importance of chewing gum in eliminating bad breath and in getting along with couples , and let this point enter the minds of consumers)
5. Large-scale, repeated advertising (to reinforce the above ideas on the basis of entering the minds of consumers and form repeated purchases)

In general, it is easy to successfully use fear marketing by making people anxious about something, using a specific scenario to intensify this anxiety, and letting users' fear replace rational thinking.

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