In-Store Communication Design: How People Decide

for Retail News Magazine 9/2018

“Intuition is unconscious accumulated experience informing judgment in real time.”— Alain de Botton

We like to believe we understand our choices and make decisions consciously.

In reality, most decisions are driven by intuition. While logic plays a role, it typically accounts for only a small part of our decision-making. The majority happens subconsciously.

Subconscious Decision-Making

Our buying behavior is primarily driven by the subconscious. At that level, we consider factors such as:

• What other people think about the product (even strangers),

• Whether the product “fits us,” or

• If it aligns with our social group.

We might also be driven by a fear of missing out—not being able to get the product later.

Our brains are bombarded with millions of bits of information daily. The conscious mind can’t process all of it, so the subconscious creates mental shortcuts to make decisions quickly and efficiently. These are not irrational—they're highly evolved.

Control and Choice

We’re biologically wired to want control over our environment. Even if one choice is clearly superior, we prefer to choose from several options.

Having choice gives us a sense of autonomy. So even if the best path is obvious, customers feel better if they are offered alternatives.

Too Many Options? Overload.

Most shoppers say they want more choice, but in reality, too many options paralyze decision-making. You’ll rarely see someone thoughtfully comparing 17 types of cereal.

The brain functions best when selecting from just 2–3 options. More than that, and it becomes overwhelmed.

This desire for variety is driven by the dopamine effect: information is addictive. We seek more choices until we’re fully confident in our decision.

If reducing options isn't feasible (e.g., wide assortment), break them into subcategories to simplify the process.

Time vs. Money

Using time-based messaging creates a stronger personal connection than talking about money.

People are generally more influenced by experiences and time than by ownership or cost. They're often willing to spend more and value purchases more when the message feels personal.

Exception: Customers of luxury or design goods. If your audience values prestige or exclusivity, mentioning the price is essential.

Mood and Influence

You can influence a customer’s mood through things like music or video. A happy customer is more likely to value a product highly and be willing to pay more.

If you want to increase sales, focus on improving the customer experience in your store.

Conclusion

As a marketer, it's valuable to understand at least the basics of consumer psychology. If you know your target audience, not only can you provide more relevant information—you can also shape their decisions.

Reference:Weinschenk, S. (2011). 100 Things Every Designer Needs to Know About People. New Riders.