Influence Purchase Decisions with the Power of Knowledge

In today’s current environment, where COVID-19 is plaguing the world, marketers have been coming up with creative ways to leverage people’s knowledge function to influence their purchase decisions.  

Knowledge function can be defined as the need for order, structure and meaning. If a consumers attitude towards a product or service is one that they have a reasonable amount of knowledge on it allows them to feel confident and have a sense of control over the situation.

Click on the following link to watch a short video example of a how Lincoln is giving their clients a sense of control over COVID-19 by educating them that they can purchase a Lincoln without having to go to the dealership. In the commercial they go onto describe their effortless transaction from the comfort and safety of their home. https://www.youtube.com/watch?v=Otl_NQkWG1U

As a marketing professional, you should be aware of the importance attitudes can have over purchase decisions. Strategically empowering consumers with knowledge on how your product or service can give them control over a situation can be extremely influential and can impact your bottom line.