Your Brain on Shopping

I need to make a confession.  I am jealous of my husband.

Sometimes, the shopping process just seems so easy for him.  He decides what he wants, does a little research, bada-bing, bada-boom, he buys what he wants.  And if there are some unwanted waves along the shopping expedition like there were recently with the very major purchase of a big-ticket projection television, it rolls off him like water off a duck’s back.

I, however, turn it into a prime time soap opera. 

Are we sure this is the projector we want?  Do we know anyone else who owns one?  What do you mean it will be delivered next week?  That’s what they said seven weeks ago.  Heck, that’s what they said seven months ago.  Why do we have to keep calling the store to find out the status of the order?  Why don’t they call us once in awhile?  Now they want to charge us for delivery?  How can you continue to do business with these guys?  I will never, never, never darken their doorstep again, even if they’re the last video sales guys on the planet.  Wait till I tell my sister...

You get the idea.

How can my husband and I have such different approaches to the shopping experience?  I attribute it to wiring in the brain, and I think it applies to many men and women out there.

As a refresher, remember that the left brain is the logical, analytical side of the brain - it is the worker bee, focusing and analyzing one thing at a time.  The right brain is free to play - it’s the home of imagination, emotional memory and bonding with others.  In my world, it might look a little like this:

With four times as many connections between the left and right hemispheres of the brain, women are four times as likely to tap into the right brain when encountering a situation.  Many factors come into play when going through the shopping process for women - it’s all about the “big picture.”

Using my husband and myself as examples, here’s a simple diagram of the process my husband goes through:

Now, here’s my process:

Notice how heavily a woman utilizes the right side of the brain when making a purchasing decision.  She usually sees or hears about a product or service from someone else. She has to imagine herself using the product - not just how it will look, but how it will feel.  She does research, but also spends a good deal of time getting opinions from others, friends and experts alike.

But it doesn’t end there.

There is one more critical piece to the puzzle that brings it all together for her.  I call it the Halo Effect:

Her experience with your store or business is the tipping factor in whether she’s going to do business with you. What constitutes an experience?  Only everything.

The convenience of your location (or ease in finding you on the Internet).  The size of your parking lot.  The atmosphere of your store (or design of your website).  How your employees answer the phone.  How customer service treats you as an individual, whether it be in-store or online, no matter how much money you spend.  How management handles problems, both real and virtual.  And on and on... there are hundreds of touch points.

Do men also tap into the right brain during the shopping process?  Definitely - some more than others.  But rarely as much as women do, by virtue of the wiring in the brain.  For her, the experience is the halo that pulls everything together - it can make or break a shopping decision.  It also affects the probability of her becoming a repeat customer, not to mention a brand champion.  And if she has a poor experience with your business, God help you.  You can expect her to divulge the entire saga to those she knows - the halo effect reverberates far beyond the individual noggin.

For women, it’s all about connecting - connecting with you, your business, and connecting her with others.  It’s up to you what kind of connection you will make.

Are you ready to give your halo a little polish this New Year?

Comments

[Laura Bennett]

Michele, this has to be the best summary I have ever seen of the differences between men and women when buying - bravo! We have been researching this topic extensively and I haven't seen anything that says it all in such a nicely visual way. Just what a woman wants - thanks!

Laura

[Mary Schmidt]

Wow! And who says blogging doesn't have any value. Look at the great (and free) summary you just did. I have to admit, however, I tend to buy more like men. BUT, if the service is a problem - I'm going to tell everyone, write the company CEO and NEVER buy from the company again. So there (nyah-nyah). But seriously, folks - all goes to - regardless of the basic buying behaviors and buttons of the targets - service is the deal maker or killer.

[Josia]

"For women, it’s all about connecting"

Hi Michele - I think you've tapped into something bigger than even you may realize - for women it is all about connecting - in an all-encompassing manner - but not for *them* - women don't need to go through a complicated process of correction that requires serious male bonding - but on a
subconscious level they know that that's why we were put here. Women who are in this world really just sort of volunteered to come help the men reach that state. (God only knows how much they need us!) Yes, we are wired very differently because our roles are very different - but together we form the perfect 'vessel' for receiving all the abundance providence has in store for us.

I just looked at your video and now feel like I've known you forever! Hysterical stuff! We've all actually known each other forever and have about 200 years left to figure out how to put all the broken pieces of the first soul (Adam) back together again.

[David Wolfe]

Michele,

Great piece! My wife and I look at each other in wonderment all the time when I walk into a store, either find what I want or not and move to purchase or exit the premises within five sweeps of the minute hand.

But she is what psychologists conducting a study of shopping behavior calls a "maximizer." She finds what she was looking for but then begins to be haunted by the thought that there's something better. In contrast Im a "satisficer."

See PBS interview

for a discussion of "satisficers" and "maximizers." Facsinating!

Happy Holidays to you and your satisficer husband.

[Suresh]

Michele,

what precisely you mean by the word "research"? Research is so general a word that it involves almost every skill (verbal, visual, talking to people etc). But you are attributing 'Research' to left brain?

Thanks
Suresh

[David Adams]

Dear Michele, I found the brain image via Google images and have used it to illustrate the home page of my website, which is all about using poetry in business to combine both sides of the brain to unlock creativity and drive innovation. I have given the source of the illustration, on the same page, as your blog address. Please let me know that you're happy with this.

[Ms. Mer]

Dear Michelle,

As people seem to enjoy your blurb, I am wondering...what research did you use for your information? I feel that your information is INCORRECT more than it is correct. Women are left (verbal), men right (context, big picture). Where is your proof??? I feel your information is quite like pseudoscience without peer reviewed support to uphold YOUR "theories."

Here is a link with resources from REAL SCIENTISTS who have done the research.

http://www.patwolfe.com/index.php?pid=101

Thank you and keep those facts TRUE, seek the truth....

[Logan]

Dear Michelle,

I love the way you wrote the blurb from personal affects.The brain is my favorite thing to talk about,but noone eles likes it as much.So when you wrote your blurb it felt like you were saying it.If your research is correct than I would say this site is the site to get information on the brain.

[ana]

the picture of that brain is the truth, and not just about marketing. about everything that's killing the earth.

[raja]

we must to use brain everyday, i will know interest about brain.

[stephanie meyer]

Hi
I believe your facts are good. I wish you well.

[stephanie meyer]

Scratch that....
the facts are entertaining and fun.

[Kayla Polaske]

hi
i was wondering if i could use the first picture with the split brain in my ITGS project for my school at Port St. Lucie High. I am currently in the IB program in my school and im doing a project that is about Logic in a mathematical sense. I would love to use your picture in my Power point. I just need your permission. Thank you

[koking]

need more explanation about left and right sides of the brain

[shad]

cool

[anna squires]

I own a buisiness that women connect to emotionally and i think this is great thinking.
http://www.iconjurecandles.co.uk