Marketing Psychology: 5 Strategies to Influence Consumer Behavior

Marketing Psychology: 5 Strategies to Influence Consumer Behavior

Most marketers are not psychologists, but many successful marketers often use psychology to attract consumer. Below is the marketing psychology I compiled: 5 strategies to influence consumer behavior. I hope you like it.

Smart, skilled, and honest marketers use psychology in a legal, ethical, and respectful manner to attract consumers and drive their purchasing behavior.

Here are some tips and tricks for using psychology to help your marketing campaigns:

1. Play the emotional card

Research shows that, Emotional and psychological appeals resonate more with consumers than the features and functions of the product itself. In advertising copy, telling consumers what benefits they will get (often with some psychological component) is often more effective than selling product features. For example, telling consumers how a new computer will improve their quality of life is often more effective than explaining how it works.

Salespeople have long understood the power of emotional appeals. In the 18th century, when the Anchor Brewery was conducting an auction, the auctioneer said: "We are not here to sell boilers and barrels, we are selling the potential for wealth you have never dreamed of." ?

2. Highlight your flaws

Everyone knows that consumers generally don’t believe in marketing slogans? The reason is quite good, because too many advertisements are not reliable. And pointing out the shortcomings of your product is a way to increase your credibility.

One of the most famous examples is an advertisement for the Volkswagen Beetle. Its headline has only one word: ?Lemon (dark?). The text of the advertisement expands, and under a photo of a Volkswagen it reads: ?This Volkswagen missed an opportunity. The chrome strip on the glove box was scratched and had to be replaced. It was a minor flaw that you might not even notice, but inspector Kurt Corono did. ? Then, Advertising revolves around "Attention to Detail" and "Lemon" advertising becomes a prime example of how to optimize credibility.

3. Reposition Your Competitors

In the book Positioning. , Al Reitz and Jack Cutt delved into the limited space reserved for products and services in consumers’ minds, and the importance of positioning products and services in the ideal space.

They. It is also mentioned in the book that repositioning changes the existing positioning of a product in the minds of users. Here is a famous example of repositioning a competitor. Jif brand (Translator's Note: A peanut butter brand in the United States) has made a fussy move. The mother chose Jif?'s slogan and instantly repositioned all competitors? Their products are only for mothers who don't care about their children's diet. The question is, which mother doesn't think she is a picky mom?

4. Increase exclusivity

Self-esteem is near the top of Maslow’s hierarchy of needs. This is why people want to be valued, such as if they are a member of a particular group. Advertising copy sometimes reads: "We're not for everyone."

The U.S. Marine Corps' recruiting slogan for many years: "Elite." Perhaps the most famous exclusivity advertisement is American Express's slogan: "Members Come with Privileges." But if exclusivity is to attract customers over the long term, marketers must deliver on what they promise. Empty promises often backfire. p>

5. Introducing Fear, Uncertainty and Doubt

Fear, uncertainty, and doubt, or FUD, is a common legitimate tactic used by businesses and organizations to force consumers to stop, think and act. Change their behavior. FUD is so powerful that it destroys all competitors. In at least one case, it did just that.

In the 1964 (Translator's Note: United States) presidential election, Lyndon Johnson's opponent was Barry Gottward. He claimed that if Gottward was elected president, the possibility of nuclear war would increase, thus causing People panic. The commercial, "Daisy," ran just once, showing a little girl, then a nuclear explosion, and Linton's ominous voiceover, "It's a bet." Create a world where all God’s children can live, or go into darkness. ? Johnson won 44 states and achieved a landslide victory in the popular vote with 61% of the vote. ;