Marketing tools vs the human brain

Did you really choose to buy those new gym leggings or were you swayed by the fact that there was only ‘1 pair left in your size!’?

We may feel as though we are making our own free choices when we shop online, but much of our decision making is driven by innate cognitive biases. These, in simple terms, are unconscious and automatic errors in thinking that drive our behaviour - the primary goal of which is to make decision-making more efficient.

As a marketer, you can play on these cognitive biases to encourage people to buy your products or sign up to your newsletters.

Some key principles of Psychology:

Authority

Consumers generally trust people who are in charge or in a higher authoritative position. For example, a pair of tennis trainers with a positive review from a professional tennis player will generate much more interest than ones with an anonymous review.

Rarity scarcity

This may allow individuals to fulfill their need for uniqueness or to feel as though they are of higher status. If you are releasing an exclusive course that only has 10 places available, the likelihood is that these 10 places will fill up far quicker than if there were unlimited spaces.

Loss aversion

The psychology of losing something weighs more on a person’s subconscious than when something is acquired. Simply the idea of losing something is enough for consumers to act in certain ways. Marketers will often use limited time offers emailed to you personally to make you feel as though you are going to lose out if you don’t make the most of it.

“Hi Vic, here is 25% off just for you. Be quick though this offer expires in 7hrs 30mins 10secs”.

Mere exposure effect

Keeping a consistent presence across channels can allow your brand to be more highly regarded by an audience. This is due to the familiarity principle, which is the tendency among humans to prefer things that they see more often. (Be careful not to overdo this and bombard your audience though!).

Reciprocity

Humans have a reciprocal instinct and so want to give back to people who have given to them. Giving out free samples or offering discounts on birthdays will encourage people to shop with you as their way of wanting to give something back.

The human brain works in weird and wonderful ways; even when we KNOW that it is just a marketing tool to get us to buy something, we will often still go ahead with it anyway!

Sunny wishes,

Jo & Vic