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The Psychology Behind Marketing

Have you ever wanted to get into the minds of consumers and figure out how they think? In trying to understand what drives the decisions consumers make, marketers have turned to psychology.

Smart marketers today understand how to attract consumers because they know more about the psychology behind their decisions. They are using some of the following strategies.

Create desire by calling on emotions

John B Watson who was born in 1878 spent his career studying ethical psychological ways of influencing customer behavior. His campaigns, including one for Pond’s Cold Cream, appealed to the emotions of consumers and stimulated their desire. Since then many studies have shown that emotional appeals resonate more with consumers.

Use color to influence emotion

Smart marketers understand the influence of colors on people’s emotions. Research has shown that mood is affected by color. Using the psychology of colors in logos and branding provides a way to stimulate the right emotions in consumers.

All marketing materials, from ads and brochures to websites and blog posts need to be visually appealing and use brand colors consistently to be most effective.

Stimulate a positive feeling about your product

Pavlov’s famous experiment where he rang a bell, measured salivation and served his dog with meat demonstrates the phenomenon of operant conditioning. Eventually, he found that when he rang the bell and didn’t give the dog meat, it would still salivate because it had learned the association between the bell ringing and being given the meat.

Marketers today keep this phenomenon alive by conditioning the way consumers interact. They keep interacting in hopes of gaining an awesome discount or reward.

Create curiosity

Curiosity is so powerful in humans that it is the backbone of many strong marketing campaigns. By creating curiosity or intrigue, you are able to engage consumers. The modern marketing tactic of reveal marketing uses the curiosity of consumers.

Recipients of a message have to perform an action to uncover a hidden message and using this tactic can increase brand engagement, interaction and sales.

Use the fear of missing out

Fear of missing out (FOMO) FOMO is one of the best tools for creating desire in consumers. By evoking FOMO, marketers get consumers to become emotionally invested in a campaign.

Promote exclusivity

Most people want to buy something that hardly anyone else owns. It makes them part of an exclusive group which in turn boosts their self-esteem. Some marketers will use advertising copy such as “We are not for everyone” to attract this type of consumer.

Use in-group favoritism

In-group favoritism is where people tend to view others who are similar to them more favorably. A good way to motivate consumers to do something is to say that other people just like them are doing it and they’re quite likely to follow suit.

Find common ground

Trying to find common ground and drawing similarities between your company and your customers is also helpful. For example, you might draw attention to your values to attract consumers with the same values.

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