Psychological and emotional methods of affecting consumers’ behavior: generalization of experience

In modern economic conditions with the development of trade, intensifying of competition and strengthening of general informative pressure on a man, the efficiency of traditional methods of stimulation of sales (in particular, discounts, bonuses, gifts, free concomitant services, price methods and etc.) substantially grows short. Such a situation induces specialists (marketing specialists, managers, managers of companies) to search for new unconventional and non-standard approaches of moving of commodities and services, in particular, directly in the places of sale. Foremost, we mean marketing technologies used for designing of consumers’ behavior. Specialists say that for successful moving of commodities it is necessary to call to the emotional, subconscious sphere. The role of marketing is taken to communication with a consumer directly in the places of sale, where there is the possibility to provide the most complete immersion of a consumer in the world of brand and to stimulate spontaneous purchases. The task of marketing consists in forming of so-called indoor-environment that is the atmosphere in the places of sale. Foremost, we mean visual (color), voice (audiomarketing) and aromatic (aromamarketing) design inside a building. The essence of such technologies consists in the influence on man’s subconsciousness and in the creation of manipulation mechanism of management of consumer’s actions and behavior by complex influence on 5 organs of man’s feeling such as sight, hearing, sense of smell, touch, taste. The article generalizes the existent experience of the use of psycho-emotional methods of stimulation of sales used to influence on consumer’s behavior. The authors describe the basic methods of psyho-emotional influence such as color, audiomarketing (or voice design) and aromamarketing. It is marked that there is the necessity of the complex use of psyho-emotional methods and receptions from the point of view of their utility for all the subjects and market participants