As marketers, it’s important that we understand consumers not only in terms of their interests and media habits, but also their behaviors. Psychology research has contributed to our knowledge of how people perceive things and react to them, which can help marketers reach individuals more effectively.
Here are a few psychology principles commonly used in marketing:
Reciprocity
Has your favorite store ever offered you 15 percent off a purchase simply for signing up to receive its emails? If so, you’ve experienced reciprocity, or the idea that if someone does something nice for you, you will feel obligated to do something in return. Offering small rewards to consumers such as a discount or free content can go a long way in creating positive relationships. The relationship can continue far beyond this first offer too, by consistently interacting with consumers and offering them something of value in return for their attention to the brand.
Example: Papyrus offers website visitors a chance to receive 20 percent off their first purchase simply by signing up to receive an email.
Social Proof
No matter how independent we all may claim to be, the truth is, we tend to rely on others more than we realize. Social proof, or social influence, refers to how people assume the behaviors of others around them in order to portray the right behavior in any given situation. Brands encourage this thinking with statements like, “Join the hundreds of people who have already signed up for Hurrdat’s newsletter!” or “One million users can’t be wrong!” Testimonials and reviews from current users are another great way to utilize social proof.
Example: The New York Times uses this technique on Twitter to encourage readers to subscribe to the digital version of the newspaper.
Authority
Remember when you were little, and your mom told you to stop jumping on your bed, and you listened to her because she was your mom? People are hard-wired to listen to authority figures. Utilizing statements from individuals with credentials and expertise in a given field — like doctors and CEOs — is one way to focus on this psychological theory. Recognition from the media, such as “Named one of Lincoln’s Best Places to Work by the Lincoln Journal Star,” can relate back to authority too.
Verbatim Effect
Brain space is limited, and in today’s fast-paced, information-packed world, it makes sense that people tend to remember only the gist of what they read or hear, rather than the long, word-for-word version. Because of this, it’s extremely important to ensure that headlines get the point across in a short and precise way with few misunderstandings.
Frequency Illusion, Confirmation Bias, and Mere Exposure Theory
Your friend just told you about a cool new band this morning, and now you’ve already heard them on the radio twice and stumbled across a mention of them on your Twitter timeline. Coincidence? Not really. Frequency illusion is the idea that because we are already thinking of something, we unconsciously seek it out, and therefore think it is more prevalent than normal. This plays on the concept of confirmation bias, or the idea that we tend to notice and pay attention to only information that reinforces what we already hold to be true. And finally, mere exposure effect, which states that the more we see something, or think we see something, the more positively we feel about it. Marketers use these theories in a few different ways, including retargeting ads and repurposing content. Allowing customers to see your brand’s products or content more than once can keep them coming back and can continue to garner positive feelings toward the brand.
Hurrdat is a Lincoln, Nebraska, digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Nebraska, in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 80 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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