Core Insights - The article discusses the psychological barriers consumers face during shopping events like Double Eleven, emphasizing that reducing these barriers is more effective than merely increasing incentives [5][26] - The authors propose that understanding and addressing these psychological resistances can lead to better marketing strategies and improved consumer engagement [26] Group 1: Psychological Barriers - The key barriers identified are inertia, laziness, emotional resistance, and aversion, which hinder consumer decision-making [6][15] - Brands often focus on increasing attraction through discounts and promotions, but the real challenge lies in minimizing these psychological resistances [6][23] Group 2: Strategies to Overcome Barriers - To combat inertia, brands should maintain familiarity in product presentation and messaging, avoiding overly novel changes that may confuse consumers [7][9] - Reducing cognitive load is essential; brands should simplify the purchasing process to minimize effort and decision fatigue for consumers [10][12] - Emotional resistance can be addressed by creating a sense of participation and meaning in purchases, rather than merely pushing for sales [15][20] - Brands should adopt a co-creative communication approach, inviting consumers to engage rather than imposing sales tactics, which can lead to resistance [21][22] Group 3: Implications for Marketing - The article suggests that successful brands will be those that understand human psychology and design their marketing strategies accordingly, focusing on reducing friction rather than just increasing push [24][26] - The shift in mindset from aggressive selling to empathetic understanding of consumer behavior is crucial for long-term success in competitive markets like Double Eleven [25][26]