00:03Look around your house for a second, the toothpaste in the bathroom, the coffee in
00:10the kitchen or the shoes near the door or the mobile you are holding right now.
00:14You probably believe every one of those was your choice, right?
00:17After all, nobody forced you to buy it, you just went to a store or opened an e-commerce
00:21website, selected the product and paid the price and the product came home.
00:25So it was your decision, wasn't it?
00:27Not entirely, because long before you selected the product, someone was silently shaping
00:32that decision.
00:33Hi, I am Keshav and today I am here to explain you how these used brands use marketing to
00:39trick you and how you as a consumer or a marketer should be aware of it and make better choices.
00:45Marketing isn't just about advertisements anymore, it's about knowing one thing better
00:49than anything else, human psychology.
00:51The biggest brands in the world out there don't spend billions of dollars to convince
00:57you.
00:57They spend billions of dollars to understand how you think.
01:01Because once they understand how you think, they don't have to sell a product anymore.
01:06Your brain starts selling it to itself.
01:08Take this.
01:09Imagine you are buying popcorn at a cinema.
01:11Small, medium, large.
01:12The medium one is just 20 rupees cheaper than the larger.
01:15Some of you think just by paying 20 rupees more, you will get the larger.
01:19So you did not buy the larger popcorn because you wanted more popcorn.
01:22You chose it because someone else changed what reasonable looked like.
01:26And this exactly is known as bicoi effect.
01:29Now imagine you are buying online.
01:31There is a timer.
01:32Sale ends in 12 minutes.
01:33Only 2 left.
01:34Nothing about the product changed.
01:36But the fear of you missing it out changed.
01:38And that's exactly the scarcity and e-commerce platforms use it to trick you so that you
01:44buy the product in a rush.
01:46Now think about the last time you saw a price tag where 4,999 was crashed and 2,499 was
01:52kept
01:52beside it.
01:53You feel that you saved 2,500 rupees.
01:56But no one actually takes a second and thinks was this the product even worth rupees 4,099 in
02:02the first place.
02:02And this exact technique is called as anchoring where a price is crashed and another price
02:08is kept beside it so that you feel that there is a huge discount.
02:12And then comes the oldest trick of them.
02:14People.
02:15Reviews.
02:16Ratings.
02:16Best seller.
02:17Trusted by millions.
02:18Because whenever we open an e-commerce website and we are uncertain about a product, we actually
02:23borrow certainty from people.
02:25And we think that everyone else is buying so this is a good product.
02:29Right?
02:29Maybe or maybe not.
02:31Because even those people saw those exact same reviews, exact same messages and made
02:37a decision.
02:38Here is the interesting part.
02:39None of these techniques are illegal.
02:41Some of them are not even unethical by themselves.
02:43They are simply tools.
02:45Some brands use them to shape decisions of people while other brands use them to push
02:51people towards decision.
02:52The difference lies in how they are used.
02:54Next time you are about to click buy now, pause and ask yourself this one question.
02:59Did I choose this product?
03:00Or did someone spend years learning how people like me choose these products?
03:04Because the moment you start asking that question, marketing stops controlling you and it starts
03:09to become one of the most fascinating subjects you'll ever learn.
03:13Bye.
03:14Bye.
03:14Bye.
03:14Bye.
03:14Bye.
03:17Bye.
03:17You
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