Marketing is designed to tap into your brain and create a desire within. It's propaganda during times of peace and is researched and executed by some of the most brilliant minds on the planet.
Much of what is learned in psychology is applied in marketing.
Below are a list of some of the most effective psychological marketing techniques that are implemented on you everyday that you step outside or look at a screen.
- Scarcity
- Urgency
- Social Proof
- Reciprocity
- Anchoring
- Loss Aversion
- Framing Effect
- Cognitive Dissonance
- Authority Principle
- Bandwagon Effect
- Decoy Effect
- Confirmation Bias
- Priming
- Choice Overload
- Foot-in-the-Door Technique
- Mere Exposure Effect
- Paradox of Choice
- Endowment Effect
- Halo Effect
- Information Gap Theory
- Selective Perception
- Cognitive Fluency
- Nostalgia
- Peak-End Rule
- Zeigarnik Effect
- Commitment and Consistency
- Psychological Pricing
- Emotional Contagion
- Familiarity Principle
- Salience Effect
Scarcity
Enhancing the perceived value of an item by underscoring its rarity or limited availability.
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Releasing "limited edition" products
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Displaying notifications like "Only 5 left in stock"
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Offering time-sensitive discounts
Urgency
Inducing swift action through the implication of impending scarcity or limited-time offers.
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Incorporating countdown timers in sales
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Promoting "flash sales"
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Crafting messages like "Act now before it's too late"
Social Proof
Utilizing testimonials and user metrics to sway potential buyers through the actions and opinions of others.
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Showcasing customer reviews and ratings
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Featuring endorsements from influencers
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Labeling products as "Best-selling"
Reciprocity
Encouraging purchases or subscriptions by offering complimentary samples or content as a gesture of goodwill.
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Providing free samples or trials
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Implementing loyalty programs with rewards
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Offering exclusive content for newsletter subscribers
Anchoring
Establishing a high initial price point to render subsequent offers more appealing by comparison.
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Showing original prices alongside discounts
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Presenting premium options first to make others seem affordable
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Using reference prices to highlight value (e.g., "Normally $100, now $59")
Loss Aversion
Crafting messages that highlight the potential losses associated with inaction, rather than the benefits of action.
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Offering free return policies
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Providing money-back guarantees
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Using "Don't miss out" messaging in ads
Framing Effect
Structuring the presentation of product benefits to underscore their value from the customer's perspective.
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Emphasizing benefits over features
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Describing subscriptions as "less than $1 a day" instead of a monthly cost
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Positioning products as investments rather than expenses
Cognitive Dissonance
The discomfort experienced when holding contradictory beliefs or ideas.
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Conducting post-purchase follow-ups to reinforce buying decisions
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Sharing testimonials that address common objections
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Offering extended warranties to alleviate buyer's remorse
Authority Principle
The inclination to trust and comply with figures of authority.
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Featuring expert endorsements
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Highlighting industry certifications or awards
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Using technical jargon to appear knowledgeable
Bandwagon Effect
Leveraging a product's popularity to entice more sales by highlighting its widespread use.
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Encouraging customers to "Join thousands of satisfied customers"
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Showing real-time purchase notifications
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Highlighting trending or popular items
Decoy Effect
Introducing a strategically less attractive option to make other offerings more appealing by contrast.
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Offering three pricing tiers to make the middle option more attractive
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Including a clearly inferior option to boost sales of the target product
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Presenting package deals alongside individual items
Confirmation Bias
Aligning marketing messages with the pre-existing beliefs of the target audience to reinforce their preferences.
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Providing personalized product recommendations based on browsing history
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Crafting tailored ad content reflecting user preferences
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Presenting information that supports pre-existing beliefs about a brand
Priming
Using subtle cues within advertising to influence subsequent purchasing decisions.
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Using specific colors to evoke emotions (e.g., green for eco-friendly products)
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Playing upbeat music in stores to encourage spending
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Placing premium products at eye level on shelves
Choice Overload
Simplifying the decision-making process for customers by curating and limiting product options.
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Curating "Staff Picks" or "Editor's Choice" selections
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Offering product comparison tools
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Limiting options in each product category
Foot-in-the-Door Technique
Facilitating larger commitments by initially securing smaller ones from customers.
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Providing a free eBook in exchange for an email address
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Starting with a small commitment (like a survey) before pitching a product
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Offering free trials that convert to paid subscriptions
Mere Exposure Effect
Developing a preference for things due to their familiarity.
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Maintaining consistent brand messaging across multiple channels
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Using retargeting ads for users who've visited a website
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Posting frequently on social media to sustain brand visibility
Paradox of Choice
An abundance of options can lead to decision fatigue and reduced satisfaction.
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Simplifying product lines to ease decision-making
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Offering pre-configured bundles or packages
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Providing guided selling experiences with targeted questions
Endowment Effect
Overvaluing something simply because you own it.
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Allowing customers to customize products before purchase
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Offering virtual "try-on" experiences for clothing or makeup
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Providing free trials that users can "keep" by subscribing
Halo Effect
Positive impressions in one area influence opinions in another.
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Using attractive models in advertising
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Associating products with admired celebrities
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Designing aesthetically pleasing packaging
Information Gap Theory
The motivation to seek information to close the gap between what we know and what we want to know.
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Implementing teaser campaigns that gradually reveal information
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Using curiosity-inducing headlines in content marketing
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Offering "sneak peeks" of upcoming products
Selective Perception
Interpreting information in ways that support one's existing beliefs.
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Utilizing eye-catching visuals to emphasize key selling points
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Repeating core brand messages across various touchpoints
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Tailoring marketing messages to align with target audience values
Cognitive Fluency
The ease with which information is processed and its impact on decision-making.
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Employing simple, easy-to-read fonts in advertising
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Creating memorable brand names and slogans
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Designing intuitive user interfaces for e-commerce sites
Nostalgia
Sentimental yearning for the past.
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Reviving retro product designs or packaging
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Using vintage imagery or music in advertising
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Creating limited-edition "throwback" versions of products
Peak-End Rule
Judging an experience based on its most intense point and its conclusion.
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Focusing on creating positive final interactions in the customer journey
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Ending advertisements with strong, memorable messages
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Providing unexpected bonuses at the end of a purchase
Zeigarnik Effect
Remembering uncompleted tasks better than completed ones.
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Using cliffhangers in episodic content marketing
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Sending abandoned cart emails to complete unfinished purchases
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Creating multi-step processes with clear progress indicators
Commitment and Consistency
The drive to remain consistent with past decisions and behaviors.
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Offering small, incremental upsells after initial purchase
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Using progress bars in loyalty programs
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Encouraging public product reviews or social media shares
Psychological Pricing
Employing price points that elicit emotional responses.
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Utilizing charm prices (e.g., $9.99 instead of $10)
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Bundling products to obscure individual item costs
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Offering price-matching guarantees
Emotional Contagion
When one person's emotions trigger similar emotions in others.
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Showcasing user-generated content featuring happy customers
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Creating shareable, emotionally charged video content
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Leveraging positive customer experiences in testimonials
Familiarity Principle
Preferring things that are familiar.
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Maintaining consistent brand elements across all marketing materials
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Regular email marketing to stay top-of-mind
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Sponsoring events or locations for repeated brand exposure
Salience Effect
The most prominent stimuli in a situation are most likely to be noticed and remembered.
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Using contrasting colors to highlight call-to-action buttons
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Emphasizing unique selling propositions in product descriptions
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Showcasing new or featured products prominently on websites or in stores