The RTS show “À bon oreille” looked at “Temu mania”. An expert notably deciphered the different mechanisms that are triggered in customers when they visit the site, in order to push them to consume ever more.
DR
“Temu mania: the underbelly of a phenomenal success”: this was the title of the episode of the show “À bon entendeur” broadcast on November 12 on RTS. Among the speakers on the show, Professor Julien Intartaglia deciphered the mechanisms that operate within us when we visit a site like Temu.
Dean of the Institute of Communication and Experiential Marketing (ICME) at HEG Arc Neuchâtel, he explains in particular that human beings are “instinctive” in nature and that Temu plays with the fact that our brain makes decisions quickly.
“Perceived financial risk”
One of the techniques for luring consumers is as old as time: making them believe that they are benefiting from incredible discounts, gifts or exclusive advantages. The platform is full of messages along these lines.
“There is a specific limit for the consumer to consume outside of their reason, we talk about perceived financial risk. The price is so low that we don’t evaluate too many alternatives alongside it,” remarks Julien Intartaglia.
Quickly, the feeling of having gotten a good deal becomes addictive. A “feedback loop” is set up, adds the specialist: “The more we feel this temporary feeling of satisfaction, the more we want to return there, extremely quickly”.
According to him, “a few minutes” of surfing on a site like Temu are enough for a person with values and principles to put them aside and give in to temptation, on the pretext that they “have the right to make a little pleasure.
But what’s in this package?
Another strength of the online sales platform is that it encourages users to practice “unboxing”. She invites customers to film themselves unpacking their order and share their discoveries on social networks. Those who play the game can win gifts.
But there is nothing innocent about it. This is great free publicity for Temu. And here again, a very human mechanism is activated in our brain, notes Julien Intartaglia: “Behind the act of opening a package, there is the effect of surprise. That is to say, we don’t know what we’re going to come across.”
Wondering what’s in a package causes the excitement of discovery. Those who watch influencers unbox their orders quickly want to do like them. “We are experiencing this excitement, this desire to imitate and therefore to buy,” concludes the expert.
