It can be said that the key to effective and efficient marketing activities is insight into consumer psychology. This is because it is necessary to pay attention to the trends in how people purchase services and products, and to encourage people to choose their company from among the numerous competitors.
The essential element to understand consumer psychology is “consumption motives,” which are organized into eight patterns. It is also important to know the five patterns that lead from the consumer’s motivation to search for the information they need to the time they take action.
Based on the “Butterfly Circuit,” which is a graphical representation of consumers’ search history, we will introduce a method to analyze motivation and connect it to optimal marketing.
Reference source:
What is the Butterfly Circuit, which goes back and forth like a butterfly between “searching” and “stamping”?: The Butterfly Circuit and 8 motives
/
5 types: “Omnidirectional”, “Subjective”, “Careful”, “Serious”, and “Instantaneous” Classifiable exploratory behavior patterns: Butterfly circuit and 8 motives
To investigate consumption motives
Source:
What is the Butterfly Circuit, which goes back and forth like a butterfly between “searching” and “calming”?: The Butterfly Circuit and 8 motives
/
5: “Omnidirectional”, “Subjective”, “Careful”, “Serious”, and “Instantaneous” Classifiable exploratory behavior patterns: Butterfly circuit and 8 motives
The consumption motives that consumers use to make a purchase are divided into the elements shown in the diagram above.
“① Motivation to enjoy something that interests me” “② Motivation to learn as knowledge” “③ Motivation to want to know what others are choosing” “④ Motivation to discover something rare that only those in the know” “⑤ There are eight patterns: “motivation to confirm whether the idea is correct”, “⑥ motivation to want to obtain the means”, “⑦ motivation to lower expectations in advance”, and “⑧ motivation to want to be sure that the choice is correct”. Below is a detailed explanation.
Butterfly circuit with two types of motives
Source:
What is the Butterfly Circuit, which goes back and forth like a butterfly between “searching” and “calming”?: The Butterfly Circuit and 8 motives
/
5: “Omnidirectional”, “Subjective”, “Careful”, “Serious”, and “Instantaneous” Classifiable exploratory behavior patterns: Butterfly circuit and 8 motives
Search motives can be divided into two types.
The first is the motive of “searching”. People want to find out what options are available from a variety of services and products.
The second is the “hardening” motive. This is a search to determine what you have chosen. The behavior in which consumers seek information by tracing a figure-eight butterfly with two types of motives is called a butterfly circuit. Characteristically, the actions of groping and clumping are performed in no particular order.
There are 5 types of butterfly circuits
Source:
What is the Butterfly Circuit, which goes back and forth like a butterfly between “searching” and “calming”?: The Butterfly Circuit and 8 motives
/
5: “Omnidirectional”, “Subjective”, “Careful”, “Serious”, and “Instantaneous” Classifiable exploratory behavior patterns: Butterfly circuit and 8 motives
In the butterfly circuit, which goes back and forth as if exploring two types of psychology, it is also important to explore the purchasing thought process that suits each type.
Let’s understand each of the five types as shown in the diagram above and connect them to marketing.
The “omnidirectional type” is the pattern that can be said to be the most natural motive. This is a purchasing behavior in which a person feels that they want a product or service the moment they see it.
The characteristic of the “subjective type” is that they act based on their own emotions, with little influence from others. You are the one who puts emphasis on your own values and makes your own evaluations.
On the other hand, the “cautious” type is the type who takes in the opinions of others. Offline behavior using physical stores is also a feature.
The “serious type” is a type whose main activity is online. One of its characteristics is that they want to have a deep understanding of the product or service, and they also want to anticipate any problems that may arise after they actually obtain it.
“Snapshot type” is literally the type of person who enjoys instant shopping. It can be said that valuing your own inspiration and putting it into action is the quickest of the five patterns.
summary
The butterfly circuit, which is a butterfly-shaped illustration of how consumers search before making a purchase, is a behavioral pattern that can be used as a reference in information search marketing. It will be important to take measures to grasp characteristics that consumers themselves may not be aware of and encourage them to choose your company’s services and products.
By understanding their search motives and making appeals tailored to their characteristics, you can increase the likelihood that your company will be chosen by consumers who are unconsciously acting.
By effectively utilizing patterns, new possibilities may emerge in the marketing of various companies.
Reference source:
What is the Butterfly Circuit, which goes back and forth like a butterfly between “searching” and “stamping”?: The Butterfly Circuit and 8 motives
/
5 types: “Omnidirectional”, “Subjective”, “Careful”, “Serious”, and “Instantaneous” Classifiable exploratory behavior patterns: Butterfly circuit and 8 motives