Types of triggers: how they work, how they differ, device diagrams

Definition

What is a trigger? A trigger is an electronic device that has the ability to remain in one of two stable states for quite a long time, as well as alternate between them due to the influence of some external signal. A trigger is essentially a simple piece of electronics on which the performance of more complex systems depends.

It is capable of storing binary information (zero or one) after the input pulses cease to operate. The main purpose of the device is to switch from one state to another. The trigger stores 1 bit of information in its memory, which determines its current state: logical “0” or logical “1”.

What inputs does a trigger have? Any trigger can have several inputs, which are:

Informational. They are responsible for the general condition of the device at the time of operation of the entire circuit.
Managers. They are responsible for setting the trigger to a preliminary position and for its further synchronization.

The operation of the device is based on 2 elements “AND-NOT”, 2 “OR-NOT” and others; some types of flip-flops operate on logical elements CMOS, TTL, ESL. The operating principle of any trigger depends on the number of inputs/outputs, as well as on the type of device itself.

Electronics uses devices based on transistors or microcircuits. Transistor models are used for complex integrated circuits of the old type. The logic chip is smaller in size and stores information without overheating or overloading. Therefore, they are used in smaller and more complex circuits of modern electronics.

Specifics of online stores: the main factors influencing online purchases

Online, the user is affected by many motivators and demotivators, which do not play any role in retail:

Speed and quality of delivery have become more important than discounts for 80% of users
Due to incorrect website display on mobile devices, 46% of customers may leave for a competitor
For 68% of respondents, flexible return and exchange conditions and positive reviews are important
64% users will leave the online store due to inconvenient navigation

However, price is still the most important factor when making a purchase in online stores for 87% of buyers.

For 53% of buyers, individual selection of goods in online shopping is important. With the help of modern technologies, you can easily personalize content. For example, to send out the Mamsy closed sales club, the Retail Rocket platform arranged blocks with banners and product recommendations individually for each client in accordance with his interests. This significantly increased key mailing metrics, in particular conversion by 13.7% .

The visual trigger on the Internet finally comes to the fore: website design is important for 93% of users, 90% are more willing to buy an item that is presented not only in a photo, but also in a video, and the image is more important than reviews for 53% of customers.

Varieties

In order to understand how a trigger works, you need to understand what class and type it belongs to. There are 2 main classes of these devices:

Synchronous with two main classes: static and dynamic.
Asynchronous.

Both varieties have a similar operating principle. The difference lies only in the process of transition of the signal from one state to another. Asynchronous ones do this directly, while synchronous ones work based on this signal.

Asynchronous

An asynchronous RS flip-flop has 2 main inputs “R” and “S”. Outputs “Q” and “Q−” are also provided. The RS trigger device allows the following sequence:

Input “S” is installation. A high voltage is applied to it, as a result of which the logic output “Q” is set to “1”.
Input "R" is responsible for resetting the position. A high voltage in the form of a logical “1” at this input implies a 0 setting at the “Q” output, and a “1” setting at the “Q–” output.

An asynchronous RS flip-flop works as follows:

When voltage is applied to the “S” input, the device turns on and maintains this state even if the positive signal is lost.
When a signal is applied to the “R” input, the device turns off, while maintaining a logical 0 at the outputs.

The asynchronous type RS flip-flop circuit is the simplest. It works without synchronization with the auxiliary input. The RS component is used in simple elements or as an addition to more complex triggers.

Next, the UGO, the truth table and the general diagram of such a trigger will be presented.

Synchronous

A slightly more complex device. They work with additional signal synchronization. These RS flip-flops also have "R" and "S" inputs, as well as "Q" and "Q–" outputs. The difference is the presence of a synchronizing input “C”. This contact is needed to synchronize incoming signals. This input is called “clock” or clock. The trigger has the following operating principle:

Initially, the signal arrives at the input contact “C” and undergoes synchronization.
From contact “C” the signal is sent to input “S” in the form of logical 1 or high voltage.
Logic 1 is set to “Q”, and the circuit itself is turned on.

Synchronization is used to reduce some of the interference. Often, RS flip-flops of this type are used for parallel-connected circuits, significantly reducing interference from elements with high magnetic inductance.

The graphical symbol, truth table and steady state diagram of the device are presented below.

Asynchronous and synchronous models are far from the only ones that circuitry uses to build logical models of operation. Next, we will present types of triggers with a different operating principle.

Main types of buyers

If you take a deeper look at the client's psychotype, you can identify several basic patterns of behavior that influence how a person makes purchases.

The most common type of buyer is the Deal Hunter. 80% of users believe that they consciously save money. Such customers prefer good deals and search for them in all stores, both online and offline. More than 137 million shoppers plan to shop on Black Friday and 122 million on Cyber Monday.

Research customers carefully study any information about a product, and “people on a mission” prefer to make purchases quickly, trying to immediately satisfy their needs.

Don't forget about impulsive buyers. More than 84% of customers have made impulse purchases at least once, guided by emotions and feelings . For Negotiators, every deal is a win, and Loyalists, mostly millennials, try to purchase items from their favorite brands.

How to work with this information? Let’s say your search page shows a high conversion rate, which means there are a lot of “people on a mission” on the site who are immediately looking for a specific product. To best meet the needs of such buyers, you can integrate a recommendation block onto the search page, which will additionally generate orders. This technique helped the Bukvoed online store increase revenue by 3%.

D-trigger

These types of simple flip-flops also use one bit of memory to store information about their current state. It is used in simple electronic circuits of computing devices and automation. This model also belongs to the synchronous type and has an input “C”. The main difference is the replacement of 2 “RS” inputs with one “D” contact. The use of only one input and the presence of synchronization can significantly simplify the operation of the device. The following circuit is used to operate the D-flip-flop:

Pin “C” receives a logic 1 signal or high voltage.
The signal is synchronized.
Receives input pin D.
If the output “Q” was in the logical 1 state, then it turns on.
If the "Q" output was logic 0 or this contact was in the reset state, a logic 1 is sent to the "Q−" output.

In other words, the output state of the flip-flop depends on its previous position. If the previous position was in a high voltage state, then this output will be logic 1. If the position was in a reset state, then logic 0.

Almost all D-triggers are dynamic. When dynamically controlling the state of a trigger, the concept of an edge is used. A front is a transition from 1 to 0. There are 2 types of front:

Front. In this position, a transition from 0-1 is carried out.
A falling edge is a signal transition from 1 to 0.

There are varieties of D devices with an additional input V. The name of this input stands for test. Such an element works with some slowdown. It is necessary for preliminary synchronization of the signal, with its subsequent confirmation. In this case, it does not matter much how much memory is occupied in the device. Conventional and DV flip-flops are designed to work in complex devices with many cells. For example, in electronic meters, these devices are responsible for the current value. When it changes, the state of the trigger changes its front.

The following is a table of truth and UGO of fronts.

Neuromarketing: managing desires

If, after shopping in a supermarket, you ask a customer to explain his/her choice of products, you will most likely hear a lot of explanations like “I always buy this brand” or “because this product is better than others . And the person will really think so, while in reality it was not the buyer who chose the product, but the product who chose the buyer. It was the product that made the buyer want to purchase it. In other words, your brain, having received a message in the form of powerful visual objects, textures, smells, colors, shapes and sounds, made a choice in favor of this product. Because marketers know what reaction each of these elements can cause, and how they can influence certain actions.

FACT: Our first impression is formed by a passing glance, and we make a “decision” very quickly (in about half a second). Using triggers to encourage consumers to make a purchase.
Thus, understanding how these mechanisms work can help marketers apply the necessary triggers to increase conversions. First, let's look at the visual triggers that underlie marketing:

Visual triggers that encourage you to buy a product

Our brain constantly processes visual images. Therefore, neuromarketing teaches us how to figure out what exactly makes us pay attention to certain objects and makes us look in a certain direction, then we can obtain a powerful weapon for influencing the consumer’s subconscious. In addition to the main material, we have also prepared beautiful and understandable infographics on visual triggers.

1. Where will I look first? The brain has its own algorithm for processing visual images, and it is very sensitive to contrasting images. If you place a large, bright button with a voluminous font on a website page that will stand out strikingly against the general background of the site, rest assured that it will attract the attention of the visitor. The same principle applies to products on the supermarket shelf. Contrast is a strong move.

2. Look Left, Read Right If you want to draw the consumer's attention to an image, then place it on the left side, because for some reason our brains first analyze images located on the left.

3. Bullseye! If there are many visual objects, then first of all we will look at the one located in the middle if the middle is clearly visible. In other cases, our attention shifts to the upper left corner.

4. Subconscious imitation Here we are talking about mimetic desire. For example, if in an image someone is touching, holding or performing other actions with a product, we most naturally, subconsciously want to repeat these actions. That is, we mentally mirror what we see. We don't have to actually hold the object, but we want to hold it and therefore we simply have to buy it.

5. Keep it simple Most of the information should consist of simple visual elements. The fact is that our brain associates the “simple” with the “familiar”, and the “familiar” always comes to the fore. In general, we welcome the creation of infographics.

6. Faster than Fast Make sure that the visitor can view the content of the page very quickly. This primarily concerns the technical optimization of the site: the visitor should not wait for the page to load.

By the way, these same triggers also work in branding, so we take them into account when creating a company logo.

Pushing emotional neuromarketing buttons.

From all of the above, we can draw the following conclusion: the eyes provide food for the brain, which instantly makes a decision to make a purchase. But is it really that simple? What about the emotional triggers that make us buy and buy?

Here is a list of psychological triggers that are “built-in” into our brains by default:

1. We love to avoid pain and do not hesitate to jump into the sea of pleasure. But there is a subtlety here: you need to know exactly what the target consumer associates with pain and what with pleasure. Let's take marathon runners. They experience tremendous stress and physical pain for the pleasure of setting a record at the finish line. This, of course, is not a general rule for all people on earth, but the meaning is clear. It should also be remembered that a person is much more motivated by avoiding pain. So if you tell the consumer about a possible danger, and then position your product as a super weapon against that danger, which the consumer will buy happily ever after, consider that you have made a sale.

2. We like everything new When it comes to something completely new, our brain gets a rush of adrenaline. If you show your customers the latest update or new product model, they will already line up to take advantage of the new product.

3. We look for purpose There is no need to tell the consumer about your product. You need to explain why he should invest in your product and what benefits he will receive from it. Just finish a sentence that starts with “BECAUSE” and the consumer will pay attention to you.

4. Fairy tales awaken emotions Fairy tales take us to another world where the brand is the main character. And the strength of our brain's emotional output will be directly proportional to the quality of the story being told.

5. We live by the law of minimum effort People are lazy, which is not a bad thing. If there were no laziness, there would be no evolution. We are always looking for the simplest way to satisfy our needs and desires. If a product can make our life easier and our actions faster, we are happy to purchase it.

6. We will stand as a wall against a common enemy We will most likely pay attention to the product that unites us with the community fighting against a common “enemy”. By enemy we do not mean a specific person, or religion, or race. Here we are talking, for example, about the generalized archetype of the “big and evil boss” or the “pursuit of money.”

7. We love to tickle curiosity. We love to learn new things. Satisfying curiosity gives us true pleasure.

8. We listen to others We are social creatures. And we are accustomed to turning to society to confirm the correctness of our actions. Before purchasing a product, we read reviews, testimonials, research and comments about it. This is how we determine whether a given product is suitable for us. That is, in other words, we filter our decision through a sieve of other people's opinions and views.

9. We want to appear important If a company makes us feel important, we are more likely to make a choice in its favor.

10. We appreciate scarcity In a situation where there are only a few samples of a certain product left and it seems that there will be no more such product, the desire to receive this product increases many times over.

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11. We Like to Argue Often, small disagreements about a product pique our interest, especially if the opposing opinion annoys us. You may want to buy a product just to prove that you are right.

12. We like it when our work is done for us . When someone does something for us, we want to thank this person and also do something good for him. In this case, for the service provided, we want to purchase the product or service offered to us.

13. Measure 7 times, cut once Usually we want to look at the product from all possible angles and angles. We want to get used to it. And if there is only one page dedicated to a product on your website, then the buyer will not be attracted to it. Information, photographs, descriptions, advertising, and benefits should follow the consumer wherever possible: in headlines, menus, contextual advertising, and the footer of the site.

14. We buy goods in the right context. We buy ice cream at the beach, popcorn at the cinema, and a hot dog at the stadium. We buy those products that connect us with the environment in which we find ourselves. The same principle works for online trading. If we went to the site and realized that this is the ideal environment for this product, then we will buy it.

T-trigger

T flip-flops on logic gates include many of the features of previously described devices. There are models of asynchronous and synchronous types, dynamic and with an additional confirmation input.

Asynchronous

When a positive signal is received at the input, the output voltage is 2 times higher than the input. This effect is only possible with a pulse signal arriving at the T input. At the same time, the frequency of arrival on the time scale has no obstacles, which means the signal arrives much faster. Asynchronous T devices in the logical 1 state at the output have an antiphase inverted output.

Synchronous

These T flip-flops are similar to asynchronous ones. The exception is the presence of a clock signal at the input. There is also antiphase at the inverse output and the appearance of double voltage.

The design of T elements can easily be classified as pulse signal dividers. These elements only work when there is a leading edge. In other words, there is a transition from 0 to 1. But the difference lies in taking into account the time interval between pulses.

Type T flip-flops are often used in logic computing processes. This is done through the function of increasing or decreasing the voltage:

When the output frequency increases from logical 1, a positive number is written.
When the frequency decreases at the inverse output at logical 0, a negative number is written.

When taking into account how much memory is needed to transition and divide the signal, the element can be supplemented with an acknowledgment input. Programming using a T-flip-flop allows the device to be used in various electronic meters without built-in memory. The following is a diagram of the device's operation.

Don't be afraid to compare

The human brain is designed in such a way that it needs comparison to make a decision. For example, one of the restaurants successfully manipulates the price. So, when a customer opens the menu, the first thing he sees is the most expensive dish. Further, looking at the remaining positions, they no longer seem so expensive. Therefore, it is easier for customers to decide to order.

Therefore, if you want to reach as many customers as possible, it is important that your site has several offers that differ radically in cost. It is important that they are not scattered throughout the site; the closer the prices are to each other, the easier it will be for your brain to draw a conclusion that is beneficial for you. As a rule, this works. People refuse the most expensive offer, but a more budget-friendly one in this case seems more attractive.

Be consistent

Again, back to exploring the needs of your target audience. Users pay attention only to what is directly relevant to them. Therefore, it is important for you to prepare an offer that will interest your potential buyer.

It is important to satisfy the user’s primary request: provide him with the information for which he came to you. So, related products really work, but this window should appear after a person has become familiar with the main assortment. If there is no consistency, it will distract a person's attention from a particular product. Confused, a person will most likely leave the site, and you will lose money.

Use contrast wisely

To prove the effectiveness of this trigger, an experiment was also carried out. A group was assembled and asked to familiarize themselves with a list containing 10 items. All were written in black, and only one was written in blue.

Next, a group of people were asked to list the words that were indicated there. Not surprisingly, everyone remembered the word highlighted in blue.

Therefore, this principle always works. If you want to focus attention or explain an action with color, use contrasting colors. Do not forget that almost each of them has already been assigned a certain meaning. So be careful.

By choosing the right colors, you can focus users’ attention on information that is beneficial to you. Contrast can be used to design buttons, links, and other forms.

To succeed in running a business, you need to learn how to manipulate your target audience. By skillfully selecting tools, you can force a person to perform this or that action, making the site as clear and attractive as possible. Feel free to use the triggers described above, increase conversion, earn money and grow your business.

JK trigger

It is the most versatile electronic element. These devices contain:

Inputs “J” and “K” as information ones. In this case, “J” is the usual “S” input, and “K” is the “R” input.
"C" - dynamic input.
"R" and "S" are static.

The JK device operates on the principle of transition from one state to another, but taking into account a unit of time. There is also a difference when applying a signal to the synchronization input. In other words, if a logical 1 is applied to both inputs of JK, then the exact opposite value will appear at its outputs. But the device will not perceive the presence of two 1 units as an error.

Depending on the purpose, this trigger can use the so-called edge (leading or trailing). In this case, the device is considered synchronous, and its state is determined by the current position of the logical numbers. When calculating the operating state of an element, the possibility of simultaneous use of the device as a T or D trigger is also taken into account. In this case, the parameter of the time interval of signal arrival, what voltage will be received at output and the stability of the element’s state are taken into account. Computer science often uses this element as a universal device for monitoring the state of stable operation of simple logical functions. The following is a diagram of the device's operation.

Neuromarketing: 14 psychological triggers that can wildly increase sales.

Consumers want to think that they are making thoughtful decisions when they go online and try to buy something they really need. But in fact, his behavior is influenced by his psychological triggers, and the choice of products is more determined by a thoughtful “neuromarketing” strategy than by the conscious choice of the consumer. This does not mean that someone is forcibly hypnotizing the consumer, but knowing the model of the human brain, Internet marketers offer their products in such a way that on a subconscious level a person wants to buy them. Neuromarketing is successfully used in creating a website or landing page.

Symmetric

A symmetrical trigger refers to a special type of element. It is created using transistors and is a two-stage DC amplifier. The device operates by using transistors with completely identical parameters.

The operating principle is as follows:

When voltage is applied to the device, transistor VT1 is considered open. Its collector voltage is 0.
At this moment, transistor VT2 is closed. Its collector has a positive voltage.
To effect a transition from one state to another, a voltage pulse is used. This pulse is created by a capacitor.
When a pulse appears, the transistors change their state.

When changing the position of the transistors, a voltage drop is created and it decreases significantly.

In symmetrical flip-flop circuits, the main element is the triggering system. It may differ in the control method and the place from which the starting impulse came.

Separate control. Involves supplying voltage to a specific trigger input. With this control, the element is considered an RS trigger.
General or accounting management. Voltage is supplied to the common input pin. With this connection, the device is similar in parameters to a T-trigger.

The source of the pulse can be from the collector or base of the transistor. With such connection schemes, there is a possibility of a false or secondary signal. It is cut off by connecting a diode.

The main disadvantage of symmetrical elements is their complete dependence on the time of arrival of the pulse signal and its duration. If the duration is insufficient, the pulse will not have time to open the transistor, which means the second transistor will not close.

Such devices are used in pulse metering devices, frequency generators, and radio-electronic circuit switches.

Auditory triggers: music as a way to retain a client

Music is especially important in supermarkets, beauty salons and places to eat. It doesn’t influence clients that much, because only about 20% of people are auditory learners. However, music can also keep customers in the store longer and encourage them to make a purchase.

The most important thing in choosing audio accompaniment is harmony with the product. For example, users prefer more expensive wines when classics are playing. Pop melodies are suitable for children's stores and mass clothing markets, and rhythmic and motivating music for sporting goods.

Trigger 18 - “From Ilya Balakhnin”

Climax trigger. We are watching! PS When the page should have ended and stopped scrolling, the most interesting thing comes - you can still scroll, and this is not a glitch!

Still scrolling...

Let's go even lower...

AND…

Trigger 8 – “Conflicting Emotions”

Have you noticed that the greatest response on the Internet, as a rule, is received by articles and materials that contradict established truths? This causes interest, bewilderment and even anger. Negative emotions are excellently used in marketing to create so-called “viral” content that quickly spreads across the Internet. And “by itself.”

It is important to observe ethics and not touch on topics such as religion, politics, racial differences and other similar ones. Create a piece with a provocative title that makes a controversial statement. This move will cause a real boom, and your material will spread across the Internet like “hot cakes on a frosty day in the city square.” Naturally, the content should contain veiled benefits for your business. Which one? Think about it for you and your marketers.

Trigger 3 – “Anxious waiting”

Nobody likes to wait. And what lengths a person is not willing to go to get what he wants faster. Why not use this in advertising? Business giants, for example, manipulate the expectation trigger very effectively. Apple new products are the subject of discussion and desire of millions of fans around the world. This is the merit of the company’s well-thought-out advertising strategy, in which a highly qualified marketing department successfully uses the technique of anticipation in attracting customers.

Perhaps you can start promoting your products or services even before they enter the market? Think about it. Many online marketing channels can be used to spread the word. Pages of popular bloggers writing on topics similar to your proposal, thematic groups on social networks, mailing lists... and others.

How to get rid of personal triggers that prevent you from becoming a better person?

Our main enemy of change is the environment. This is a non-stop trigger that constantly changes and throws us new irritants. But to change you don’t have to move to another city or take a new job. If we carefully analyze our environment, we can develop the correct reactions to our stimuli.

In our desire to change, we underestimate the power of our triggers and overestimate our willpower. Therefore, our inner strategist will have to argue with laziness, resolve the conflict with the “inner leader,” and develop the muscles of self-control and self-control.

To get started, you can learn about the five most common triggers that start bad habits.

Time.

Situation. As soon as they have a free minute at work, smokers gather in the smoking room, coffee lovers rush to brew coffee, and those with a sweet tooth take out the coveted chocolate bar. And so several times a day.

Solution: do something useful for a change. If you have a free minute at work, take a walk and stretch your legs. Switch from routine homework not to another viewing of social networks, but to live communication with friends.

Place.

Situation. After work, you go to the supermarket, where it smells of baked goods. You immediately go to the candy display and buy everything. Bring your purchase home and eat it - after all, the sweets are already at home.

Solution: go to the gym instead of the supermarket. If you go to the gym after work, you can kill two birds with one stone: tighten your figure and break the habit of eating sweets at night. After all, after training you won’t want to go to the store.

Previous events.

Situation. The manager said that you are a bad employee. You came home and heard your wife’s words about a crookedly nailed shelf. The edge of consciousness clings to the word “bad”, complements the chain “bad husband” and a family scandal is guaranteed.

Solution: do not mistake the part for the whole. If you are “scratched” by some word, do not rush to dump all your indignation on your interlocutor at the same time. Instead of an angry sermon, try to switch gears and sort things out in a calmer state.

Emotional condition.

Situation. Business sales aren't going well? You will have to forget about the decision to quit smoking. A friend's birthday? You can allow yourself to eat a piece of cake, although you promised yourself not to eat sweets after noon.

Solution: stop and think. Emotional switches are so strong that they turn off consciousness instantly. You will have to learn to monitor and stop your reactions in time. You can take a dozen slow inhalations and exhalations and thus “finish your breath” to self-control.

How to insert a trigger into a presentation?

To answer this question, it is more convenient to turn to a simple example.

Step 1. Create two objects on the slide: a circle and a rectangle.

Let’s set ourselves the task of setting up the presentation so that when it starts, the circle immediately appears on the slide, and the rectangle appears only when you click on the circle (that is, we’ll create a trigger that will program the appearance of one shape when you click on a certain other shape).

Trigger 6 – “Limited (scarcity) supply”

A psychological trigger that “hits” on scarcity or limited supply is a powerful hook. “Super method” for pushing potential buyers to make a decision on the site. People not only react faster to such a technique, they are even willing to pay more. If only they had time to acquire what they could theoretically lose.

In advertising, the “scarcity and limitation hook” can be used in different ways. For example, you can create a limited-time offer or limited edition product. For greater marketing effect, develop an offer that combines two motivations for buyer behavior - a limit on goods and their availability at a reduced price in a certain time period.

The effect of limitation is successfully used by “coupon services” such as “Groupon”, “Pokupon”, “SuperDeal”... and others. Almost every offer from such companies is accompanied by three “working” marketing components:

Indication of new prices with a discount, and next to the old price crossed out or the amount of the discount in monetary units.
A promise to raise prices on a certain day and a countdown: “5 days left until the price rises”
Indication that this product (at this price) is in limited supply: “Only 3 coupons left. Hurry up to buy!”

Trigger 12 - “We’ll do it for you”

This trigger is based on such a human characteristic as laziness. Yes, man is a lazy creature. The more you force him to think or do, the less likely he is to order something. Everything that can be done for him, do it yourself. And he will be sincerely grateful to you.

What can you offer your user?

All-inclusive services or products to basically make life easier.
Product comparison tables to make your choice easier.
Cost calculators on the site so that the user does not strain himself, calculating how much a suspended ceiling, self-leveling floor, etc. will cost him.
The minimum number of fields in the order form, so as not to overload it with filling in unnecessary information.
Even the FAQ section helps: it eliminates the need to write or call to clarify some detail. Sometimes I'm too lazy to do it...

An example from the same proposal for the automatic aquarium business: