How to Get Your Automotive Customers to Buy: Try Out Consumer Psychology

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What is consumer psychology exactly? Consumer psychology is how consumers think, feel, reason and select between different brands or products. Whether you sell cars, tires or auto repair services, understanding what causes (or deters) your customers from making a purchase is important. In understanding this purchase behavior, you can better position your product or service into the consumer mindset. So the big question is: what do customers like?

Studies have shown that people like thinking that they are getting a deal, whether it’s a free oil change or discount on new tires. This makes people feel special. In addition to these deals, customers often like perks that come with the experience. Dealerships that offer complimentary beverages or snacks, make customers feel more comfortable and willing to stay longer. People also like convenience, it’s in human nature. So if you can offer something that will save them time or energy while they are shopping or waiting for their car to be serviced, you will get a lot of interest. A great example of this would be if you were an auto shop that offered a free pick up and drop off shuttle service so that they don’t have to waste time sitting in a waiting room while their car is being serviced. Taking that extra planning out of the trip to the auto shop will make them more likely to choose you over other competitors that don’t offer such a service.

Another aspect of consumer behavior is the fact that people like keeping up with trends. By having a category on your website that highlights “What’s New” or “Featured Tires” people will be drawn to the newest and latest tire products. By doing so, you can strategically place your products so that people are browsing through tires that are moderately to highly priced rather than the cheaper options. Many auto repair shops use similar tactics like placing “Most Popular” next to a particular product that might be slightly more expensive, to encourage customers to choose it over others, such as for different grades of brake pads or oil options.

There is a psychology behind placement of products, as well as pricing. Pricing models are also an example of how you can entice consumers to purchase one product over another. If you have a $10 low option, $20 middle option and a $22 high option and the highest option has benefits that outweigh the $2 difference between that and the middle option, the consumer will likely choose the $22 option thinking it is worth the difference in cost. It’s all about positioning your products to align with the consumer needs, and showing its value.

By understanding your consumers better, you will be able to make your product or service more attractive for them. To learn more about how this applies to your business, visit for expertise in automotive marketing and consumer psychology.

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