Neuromarketer explained the advantages of special labeling of “enemy” products

The expert appreciated the initiative of the State Duma deputy to stigmatize the products of Russia’s enemies

“Produced by the enemy of Russia” – stickers with such an inscription will appear on goods from Western countries. Aleksey Zhuravlev, Deputy Chairman of the Duma Defense Committee, proposed introducing mandatory labeling of products manufactured by companies from unfriendly states. MK learned from a neuromarketing expert how such an innovation would affect customer behavior.

Deputy Chairman of the State Duma Defense Committee, leader of the Rodina party, Alexei Zhuravlev, proposed literally stigmatizing goods from countries that pursue a hostile policy towards Russia.

The parliamentarian drew attention to the fact that many Western companies verbally announced their withdrawal from Russia, but in fact continue to sell their products in our country.

“I am sure that such goods should be labeled “produced by the enemy of Russia”, and be sure to use large print and in the most prominent place,” said Alexei Zhuravlev.

The deputy stressed that he considers the situation when foreign producers return to the Russian market under new brands unacceptable.

A member of the marketing guild, co-founder of the customer personalization platform, Vladimir Kozlov, told MK that negative labeling of goods can significantly reduce sales. The expert noted that this practice already exists in Western countries.

– Mr. Zhuravlev did not come up with anything new. The US and Europe were the pioneers of this practice. Labeling really affects sales. It puts social pressure on a person. The buyer, purchasing a product with a negative label, will think: “What will my friends or relatives think of me when they come to my house and see such a purchase with an inscription in a conspicuous place?” Vladimir Kozlov explained.

The neuromarketer noted that labeling plays the role of a tough tool for influencing the consumer. Never before has Russia resorted to such methods:

– Even in the most difficult times, we have always left a gap for consumer freedom. But when we see how Western countries behave towards our country, nothing else remains. Deputy Zhuravlev, with his proposal, essentially simply mirrors the behavior of the West. This is a transition to adult behavior and an attempt on the part of Russia to enter the zone of influence on consumer behavior, the expert explains.

In addition to a mirror response to unfriendly countries, the labeling of imported goods has another role. It can turn the buyer towards domestic goods, Kozlov is sure:

– For thirty years we have been told that the West has the best goods. Now it’s time to pay attention to your manufacturers. The same household chemicals we have are no worse, if not better than imported ones. Now is just the time when domestic companies can rise. According to my observations, after the departure of Western manufacturers, several manufacturers of household chemicals from the Moscow region improved their position four times. Previously, these were semi-abandoned enterprises, but now they have become city-forming and provide not only high-quality products, but also new jobs.