{"id":35101,"date":"2022-02-10T11:50:19","date_gmt":"2022-02-10T16:50:19","guid":{"rendered":"https:\/\/smps.org\/?p=35101"},"modified":"2023-06-16T09:30:14","modified_gmt":"2023-06-16T09:30:14","slug":"understanding-why-we-buy","status":"publish","type":"post","link":"https:\/\/smps.org\/2022\/02\/10\/understanding-why-we-buy\/","title":{"rendered":"Understanding Why We Buy"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-34491 size-full\" src=\"https:\/\/smps.org\/wp-content\/uploads\/2022\/08\/goodwin-1200.webp\" alt=\"Understanding Why We Buy\" width=\"1200\" height=\"535\" \/><\/p>\n<p>A few weeks ago, I attended the SMPS Southern Regional Conference (SRC) in Oklahoma City, and it did not disappoint. Not only was it our first in-person SRC in two years, but the learning opportunities were, in short, stellar.<\/p>\n<p>For me, one of the highlights was our keynote presentation by JonRobert Tartaglione. If that name rings a bell, it should! He authored the 2018 Foundation report <em>The Neuropsychology of Influence and Decision-Making<\/em>. The report is fantastic (if you haven\u2019t <a href=\"https:\/\/cart.smps.org\/store\/the-neuropsychology-of-influence-and-decision-making\/852\">downloaded it<\/a>, I encourage you to do so. It\u2019s complimentary to SMPS members). In it, he detailed a suite of notable psychological concepts of which marketing professionals should be aware due to the critical role we play in shifting consumer attitudes and decisions. Those concepts include:<\/p>\n<ul>\n<li>Psychological reactance and trust<\/li>\n<li>Agenda setting<\/li>\n<li>Paradox of choice<\/li>\n<li>Framing information<\/li>\n<li>Contrast effects<\/li>\n<\/ul>\n<p>The focus of JonRobert\u2019s keynote was a sneak peek of the follow-up report, which we expect to release later this spring. It\u2019s a guide designed to assist firms in identifying opportunities where the above concepts could be integrated, based on collaboration with a few A\/E\/C firm representatives. It moves from concept to application, focusing on how to put the insights into action.<\/p>\n<p>During the keynote, a few key takeaways really hit home for me:<\/p>\n<ul>\n<li>Are we striking the right balance between logic and emotion?<\/li>\n<li>Is our communication deliberate?<\/li>\n<li>Are we speaking the client\u2019s language?<\/li>\n<li>Do we understand our brand?<\/li>\n<li>Do we understand the competitive landscape?<\/li>\n<\/ul>\n<p>I won\u2019t give away the findings uncovered, so you\u2019ll have to wait for the final report to be released. However, JonRobert\u2019s work is a good example of the types of projects the SMPS Foundation spearheads to support your marketing and business development efforts within your firm. And, thanks to generous donors and <a href=\"https:\/\/smps.org\/donate\/\">support<\/a> throughout the years, we\u2019re able to carry on these efforts.<\/p>\n<p>What burning topic would you like to see the SMPS Foundation tackle next? What types of research will help your firm build business? We want to hear from you! If you have an idea about an upcoming initiative, please feel free to reach out to me directly. I\u2019m all ears!<\/p>\n<p>&nbsp;<\/p>\n<p><em>Article written by SMPS Foundation President Andrea Goodwin, FSMPS, CPSM. She can be reached at\u00a0<a href=\"mailto:AGoodwin@bgeinc.com\">AGoodwin@bgeinc.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few weeks ago, I attended the SMPS Southern Regional Conference (SRC) in Oklahoma City, and it did not disappoint. Not only was it our first in-person SRC in two years, but the learning opportunities were, in short, stellar. For me, one of the highlights was our keynote presentation by JonRobert Tartaglione. If that name [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":41321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[724,44,671],"class_list":["post-35101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-smps-foundation","tag-andrea-goodwin","tag-smps-news","tag-society-news"],"_links":{"self":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts\/35101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/comments?post=35101"}],"version-history":[{"count":0,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts\/35101\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/media\/41321"}],"wp:attachment":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/media?parent=35101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/categories?post=35101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/tags?post=35101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}